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Constructing Problems by Promoting Solutions: Corporate Advertisements about U.S. Poverty

机译：通过推广解决方案来构建问题：关于美国贫困的企业广告

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摘要

During the 1980s and 1990s corporations publicized their “social responsibilities” in popular print media. These ads make claims about issues such as the environment, consumer protection, neighborhood revitalization, education, arts and entertainment, and health. We examine a set of these ads and analyze the ways in which they construct social problems. We focus on ads about poverty, assessing the meaning and impact of business discourse about poor people and economic inequality. In showing that ads typically construct poverty by promoting quick-fix solutions for particular individuals, we argue that corporations play a unique role in obfuscating the structural causes of poverty and in shaping our understanding of the problem more broadly. As a new channel for claims making, such corporate ads complement and contradict the messages of other media, uniquely establishing corporate authority and influencing public discourse.View full textDownload full textKEYWORDSpoverty, advertising, social responsibility, corporations, social problemsRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10875549.2010.494960
机译：在1980年代和1990年代，公司在大众印刷媒体上宣传了他们的“社会责任”。这些广告声称涉及环境，消费者保护，社区振兴，教育，艺术和娱乐以及健康等问题。我们研究了其中的一组广告，并分析了它们构成社会问题的方式。我们专注于有关贫困的广告，评估有关穷人和经济不平等的商业言论的含义和影响。在展示广告通常通过为特定个人推广快速解决方案来构建贫困时，我们认为公司在消除贫困的结构性原因以及在更广泛地塑造我们对问题的理解方面，发挥着独特的作用。作为索赔的新渠道，此类公司广告可以补充和矛盾其他媒体的信息，从而独特地建立公司权威并影响公众话语。查看全文下载全文关键字贫困，广告，社会责任，公司，社会问题相关的var addthis_config = {ui_cobrand： “泰勒和弗朗西斯在线”，services_compact：“ citeulike，netvibes，twitter，technorati，delicious，linkedin，facebook，stumbleupon，digg，google，更多”，发布：“ ra-4dff56cd6bb1830b”};添加到候选列表链接永久链接http://dx.doi.org/10.1080/10875549.2010.494960

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