• A.RAMESH

Brands have upped their ante, as new breed of brands and advertisements are exhorting, educating and engaging the consumer though moral appeals and user imagery addressing various issues as part of brand or corporate social responsibility. Brands such as Aerial ,Surf Excel ,All out , Cadbury, IdeaCellular, Tata Tea, XXX detergent , have used moral appeals and thus educating and engaging customers towards various issues and underlining the importance of brand Samaritans . The research paper attempts to explore underlying dimensions of communication of select brands using moral appeals .There is a paradigm shift from what you are and what you buy, to what you do. Brands also being sensitive to the environment are espousing social responsibility by taking up various social issues and imparting moral lessons to the customers.Thenature of social issues raised and solution shown, linkages with usage and usage imagery and impact on Brand Personality as part of the communication have to be examined.

Moral values, brands, moral appeals, social issues

"Brands as Moral compass– Issues and Perspectives", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.193-196, February-2019, Available :http://www.jetir.org/papers/JETIRY006034.pdf

"Brands as Moral compass– Issues and Perspectives", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp193-196, February-2019, Available at : http://www.jetir.org/papers/JETIRY006034.pdf