Corporate social responsibility to convey the five dimensions.

World Brand Laboratory <P>】 【Last month, the Hong Kong Productivity Council announced the launch of the Hong Kong corporate citizenship program to promote corporate citizenship and help the business sector to become good corporate citizens, these measures only reflect the trend of corporate social responsibility ."Drop" it. .</ P> <P> National Cheng Kung University Social Responsibility Trends </ P> <P> In fact, corporate social responsibility and corporate image building has become a "wrong complex", to praise for the consumer, resulting in "layer order .effect "(Hierarchy of Effects) is a strategic model. .The so-called "layer-order effect" is through "advertising" or promote "message" to play the response phase, from well-known, understanding, liking, preference and confidence to buy - from a mental process to a course of action. .However, to achieve this effect, the message carried by the "demand", can move people, and resonant, which is "into the heart into the brain", stimulate action, is undoubtedly the crucial points. .</ P> <P> "The Economist" (The Economist) in early January 2008 an article on the phenomenon of corporate social responsibility has a fine new words of warning: "corporate social responsibility, to do charity with the old .performance, and now has become mainstream. "can be said that corporate social responsibility today for the company's development and marketing strategy is definitely not neglected element. .Promote corporate social responsibility is there a "best" way? </ P> <P> or that different companies should adopt a different strategy? If the answer is yes, then what way? Content focused on what .the achievements of companies in the past, or look to the future plans? can use "emotion" (Emotions) of information for people touched by the publicity strategy? is counter-productive? answer a series of really fascinating. .</ P> <P> advertising slogan how to impress people </ P> <P> the author in collaboration with other scholars, such as the U.S. market, Babson College associate professor of Annel L. Roggeveen have had this problem, through the cognitive appraisal .Theory (AppraisaITheory) has done empirical research, analysis using future is full of "hope" (Hope) and "cited proud proud" (Pride), both in promoting corporate social responsibility is often encountered in the emotional appeal (Emotional Appeals .), study its effectiveness. .</ P> <P> to say, the use of "hope" and "proud proud cited" slogan and the message content, promote corporate social responsibility as the way, are not uncommon. .For example, the Canadian aluminum company (Alcan) has its efforts to consumers, instead of "proud" of the emotional demands of the consumer to open the resonance of the heart. .</ P> <P> British Petroleum (BP) in addition to the slogan that human use of oil energy, there are other options, the company will be a positive development of clean energy, develop diverse energy solutions to protect the global environment " .She added, "the ad in the clip at the end of British Petroleum stated:" This is a beginning "(Its a start), with a look to the future with emotional words, resulting in a eye-opening effect. .Slogan phrase caught on, no doubt have some advertising effectiveness. .</ P> <P> </ p>.