We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Brands, welfare and welfare-cool.
- Authors
Concha-Ferreira, Ignacio
- Abstract
The article focuses on how the brands introduce the idea of social welfare and attracts consumers through welfare-cool approach by remaking the welfare world by dressing them in colorful clothing and contextualizing in entertaining and educative commercials. It discusses the emergence of welfare-cool or fabrication of welfare-coolness by the brand. It features Jerry the trainee, person who has Down's syndrome and is the main character in the commercial of ICA AB stores.
- Subjects
ADVERTISING; CONSUMER education; MARKETING strategy; PEOPLE with Down syndrome; ADVERTISING campaigns; ICA AB
- Publication
Ephemera: Theory & Politics in Organization, 2014, Vol 14, Issue 1, p109
- ISSN
2052-1499
- Publication type
Article