Exploring Ads of the World: How Social Issues Are Framed in Global Advertisements

Mary Elizabeth Brooks, Clay M. Craig, Shannon Bichard

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


People often gain knowledge about trending global issues via pop culture references and even advertising (Clapton, 2015; Sfeir, 2014; Tierney, 2007). Numerous brands feel the pressure to align their image with social issues in society which then gives consumers a favorable impression of these brands (Cone Communications, 2015). Consumers feel better spending their money with companies that support a cause and engage in social responsibility (Sustainable Brands, 2015). The current study examines the frames used in global advertisements that are centered on three current and ever-evolving points of issue; gender equality, female empowerment, and climate change. A content analysis of relevant collections on the Ads of the World website reveal a pronounced emphasis on rational appeals utilizing the loss frame, but differences are also noted with respect to characters depicted and type of issue.

Original languageEnglish
Pages (from-to)150-170
Number of pages21
JournalHoward Journal of Communications
Issue number2
StatePublished - Mar 14 2020


  • Climate change
  • Global advertisements
  • female empowerment
  • framing theory
  • gender equality


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