기업의 사회적 책임 광고의 디자인적 요소에 관한 연구 -화웨이(Huawei)의 CSR 광고를 중심으로-

Corporate social responsibility (CSR) has become a focal point of interest in both practical and academic areas. Despite this attention, there is a notable gap in research concerning advertising and its design elements pertaining to social issues, particularly when utilizing a company's material or non-material resources to solve such issues. This study addresses this gap by delving into six CSR advertisements created by Huawei, a prominent Chinese technology-focused firm, employing a qualitative case study approach. Data collection involved a comprehensive documentary review of secondary sources related to the advertisements and direct observational analysis. The gathered data was examined by categorizing the advertisements based on CSR types and scrutinizing their color schemes, layouts, and typography. The analysis revealed distinctive features in CSR advertisements, such as the strategic use of low-saturated, warm colors to emphasize negative perceptions about social issues, the horizontal arrangement of layout elements to evoke a sense of stability, and the utilization of highly readable fonts for delivering effective messages. The findings of this study hold academic significance, providing qualitative insights into the design elements of CSR advertising. Additionally, this research offers practical guidelines for companies, enabling them to thoughtfully plan and execute their CSR advertising initiatives.