Walk It Like You Talk It: Corporate Social Responsibility and the Magic of Meaning Theory in Major Corporations LGBTQ+ Pride Advertisements

Camaj, LinditaChoi, HojoonBelco, MichelleForet, Caitlyn2023-07-132023-07-132023-05-02https://hdl.handle.net/10657/14983Millennial advertising audiences are more pro-LGBTQ+ and care more deeply about queer issues than prior generations. Corporate brands have responded to this demographic shift by implementing LGBTQ+ issues into their marketing strategy thus boosting cultural influence and increasing profits. Through utilizing corporate social responsibility and the magic of meaning theory, corporations that produce pride advertisements such as Target, Nike, and CVS have gained popularity and increased profit when they produce pride campaigns with consistent communication and implementation of CSR. This thesis analyzes the implementation and communication of LGBTQ+-related affairs of several corporations that produce pride advertisements, including their donations to politicians and pro-LGBTQ+ or anti-LGBTQ+ causes, physical or monetary contributions to LGBTQ+ activism, and the authenticity of their social media, corporate communication, and advertising campaigns. This research concludes with an analysis of how corporations should approach CSR related to social causes like LGBTQ+ activism as a result of the findings in the case studies of three corporations.enThe author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).LGBTQ+PrideCorporationAdvertisingAdvertisementsCorporate Social ResponsibilityMagic of MeaningCommunicationWalk It Like You Talk It: Corporate Social Responsibility and the Magic of Meaning Theory in Major Corporations LGBTQ+ Pride AdvertisementsHonors Thesis