La publicidad social como herramienta para la construcción de ciudadanía

Abstract

This paper seeks to contribute to the insights of social advertising and its role as a tool for citizenship building. Methodologically, this study is carried out using a literature review on the categorization of this phenomenon, formulating an ethical-based contribution that reveals a transition in the role of individuals, who turn from “consumers” into “citizens”. This research allows concluding that incorporating citizenship building processes in social advertising creates an impact on social development, since active participation by citizenry towards change is effectively promoted.