Fashion/Social Advertising. What Happens When Fashion Meets Social Issues

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Vol. 3 No. 1 (2014)
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Abstract

“Fashion/social advertising”, as the name suggests, is a composite phenomenon, combining the peculiarities of two specific districts of the advertising empire: “fashion advertising” and “social advertising”. Today, it represents one of the most interesting phenomena in the wide scenario of advertising, because it gives rise to an effective and efficient advertising model in terms of values, texts and practices.

However, although social advertising should be grounded on “thinking ethically”, often this “thinking ethically” doesn’t turn into “talking ethically”.

This paper aims to understand virtues and vices of the fashion/social phenomenon through two different researches. The first one aims to highlight what is fashion/social advertising and how fashion/social ads talk to the public. The second one focuses on the decisions of Italian Istituto dell’Autodisciplina Pubblicitaria about fashion/social ads, aiming to understand when and how fashion/social advertising doesn’t talk ethically.

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How to Cite

Spalletta, M., & Ugolini, L. (2016). Fashion/Social Advertising. What Happens When Fashion Meets Social Issues. Commons. Revista De Comunicación Y Ciudadanía Digital, 3(1). Retrieved from https://revistas.uca.es/index.php/cayp/article/view/3077

Author Biography

Marica Spalletta

Marica Spalletta (Ph.D) is Assistant Professor in Media Studies at Guglielmo Marconi University in Rome (Italy), where she teaches Sociology of Culture and Methodology of Social Research. From 2003 to 2009 she was senior researcher at Communication Research Centre, directed by Massimo Baldini and Derrick De Kerckhove, at Luiss University in Rome (Italy). In the same university she taught Journalism and Media Ethics. Her research topics focus on journalism, public communication and social advertising. She is also interested in the relationship between communication and ethics, especially referring to credibility issues. Among her publications: Gli (in)credibili. Il giornalismo italiano e il problema della credibilità (Rubbettino 2011), Comunicare responsabilmente. Etica e deontologie dell’informazione e della comunicazione (Rubbettino 2010), Unconventional. Valori, testi e pratiche della pubblicità sociale (with P. Peverini, Meltemi 2009).

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