A framework of corporate social responsibility for advertising accountability: The case of Australian government advertising campaign

Abstract

Corporate Social Responsibility (CSR) has emerged as a dominant theme guiding business practice. Governments have embraced this philosophy and legislated to encourage socially responsible business practice in its many forms. While governments' endorsement of CSR practice is expressed in policy, the successful integration into its own practice is not evidenced in the literature. Using a case research method, this paper analyses the nature of Australian government advertising processes, developing a modified framework founded on Wood's (1991) Corporate Social Performance model and Maignan and Ferrell's (2004) CSR principles. This research is important because it provides an application model for CSR practice and provides government with a decision-making vehicle for CSR.
Keywords: Corporate Social Responsibility; advertising; government; accountability