An All-Consuming Cause: Breast Cancer, Corporate Philanthropy, and the Market for Generosity.
In: Social Text, Jg. 19 (2001-12-01), Heft 4_69, S. 115-143
Online
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Zugriff:
The article discusses cause-related marketing and contends that it has emerged as a technique by which to understand, represent and act upon a consumer's desire to be generous and civic-minded, in ways that just so happen to be profitable for corporations. The author sees this as a new form of subsidized philanthropy, a new form of advertising, and a steady flow of images suggesting that a key to solving America's social problems lies in corporate philanthropy, personal generosity and proper consumption. She argues that cause-related marketing sells generosity as a life-style choice through which consumers can reach self-actualization and self-realization.
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An All-Consuming Cause: Breast Cancer, Corporate Philanthropy, and the Market for Generosity.
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Zeitschrift: | Social Text, Jg. 19 (2001-12-01), Heft 4_69, S. 115-143 |
Veröffentlichung: | 2001 |
Medientyp: | academicJournal |
ISSN: | 0164-2472 (print) |
DOI: | 10.1215/01642472-19-4_69-115 |
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