In this editorial for WPCC’s special issue on ‘Advertising for the Human Good’ editor Carl Jones outlines a few milestones demonstrating advertising’s potential via mass media for motivating progressive behaviours in the public. Matching corporate social responsibility ideals and reflecting the social concerns of millennial consumers and audiences is becoming increasingly important for brands and even governments. Whilst existing publications in academic and professional literature raise concerns over the links between capitalist consumerism and advertising, articles in this issue highlight different examples of practice or approach that have the potential to motivate progressive behaviours in various cultures. These include ambient advertising, neuroscience, brands’ cause donations, decolonisation and social modelling on the one hand, and anti-racism, recycling, sustainable tourism and choice of advertising talent, on the other. This editorial observes how the evolved practice of advertising can work within different ideologies, with the objective of generating advertising for the human good but also how change may need to come from within advertising and society generally as attitudes change over time.

中文翻译：

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广告与未来之路

在WPCC关于“为人类造好广告”的特刊的社论中，卡尔·琼斯（Carl Jones）概述了几个里程碑，这些里程碑通过大众媒体展示了广告在激发公众进步行为方面的潜力。满足企业社会责任的理想并反映千禧一代消费者和受众的社会关注，对于品牌甚至政府而言，变得越来越重要。尽管学术和专业文献中的现有出版物引起了对资本主义消费主义与广告之间联系的担忧，但本期文章强调了不同的实践或方法实例，这些实例或方法有可能激发各种文化中的进步行为。其中一方面包括环境广告，神经科学，品牌公益捐赠，非殖民化和社交模型，反种族主义，循环利用，可持续旅游业和广告人才的选择。这篇社论观察了广告的发展实践如何在不同的意识形态下工作，目的是为人类造福广告，但随着态度随着时间的推移，广告和社会内部通常需要如何发生变化。