• Julie Sunil

Advertisers have repeatedly attempted to use socially relevant themes to drive a message for positive change. Attempts that question regressive social practices or questionable cultural mores sometimes create a backlash where the advertiser is attacked and slogans to boycott the brand become a social media campaign by the hurt group. The advertiser is left with no option but to withdraw the ad and tender an apology or modify it appropriately to appease the groups. This research aims to study the opinion of young consumers about the practice of tying brands with a social purpose in advertising and to explore themes high on importance but low on sensitivity. A sample of 120 respondents (62 females and 58 males) with a median age of 22 was collected using structured questionnaire. They had to rate advertising themes for its importance and sensitivity where sensitivity meant their opinion on potential for public backlash if the advertiser failed to handle the subject sensitively). There were themes such as ‘Gender Equality’ and ‘Education for All’ that was considered very important and safe from possible attack. The themes based on religious harmony, politicians’ accountability, and racial discrimination were rated highly sensitive. There were 13 themes that were rated important and not very sensitive.

Social Purpose, advertising themes, social backlash, sensitivity, importance

"Social Purpose Based Advertising Themes that Resonate with Youth", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 7, page no.h167-h171, July-2024, Available :http://www.jetir.org/papers/JETIR2407722.pdf

"Social Purpose Based Advertising Themes that Resonate with Youth", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 7, page no. pph167-h171, July-2024, Available at : http://www.jetir.org/papers/JETIR2407722.pdf