A Critical Review of the Costs of Advertising a T

Authors: Joseph L Scarpaci Benjamin K Sovacool Ronnie Ballantyne

Publish Date: 2016/02/24

Volume: 39, Issue: 2, Pages: 119-140

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Abstract

This critical literature review incorporates a transformative consumer research TCR perspective in highlighting selected transgressions in corporate social responsibility that touch on 1 wealth consolidation 2 environmental degradation 3 commodification 4 semiotic contamination and 5 an erosion of accountability It argues for a participatory approach among stakeholders in sustaining marketing research and assessing consumer policy that is both ethical and critical for academic marketers and practitioners alike Transformative consumer researchers work to ensure that advertisements messaging and integrated marketing communications play a key role in promoting honesty and transparency At the same time transformative consumer research recognizes that advertising often masks the underlying costs incurred by society in general and consumers in particular TCR practices presently exist and examples are presented to highlight these practices in consumer policy

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