Advancing a Transformative Agenda Amid Institutional Complexity in Advertising: Introduction to Special Issue on New Challenges in Advertising–A Call for Transformation, Well-Being and Positive Social Change

Linda Tuncay Zayer, Catherina Coleman, Shu-Chuan Chu and Verena Gruber ()
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Linda Tuncay Zayer: Loyola University [Chicago]
Catherina Coleman: TCU - Texas Christian University
Shu-Chuan Chu: DePaul University (United States, Chicago)
Verena Gruber: EM - EMLyon Business School

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Abstract: Drawing on Transformative Advertising Research (TAR), we frame advertising as a social institution shaped by — and capable of shaping — societal discourses around well-being and positive social change. We identify three forces that intensify this complexity: sociocultural shifts around identity and care, rapid technological change including the rise of agentic AI, and mounting environmental pressures around climate-conscious advertising. The six articles in this issue address these challenges across micro, meso, and macro levels, examining topics from digital advertising literacy among adolescents to stigma destigmatization and AI-generated models. We call on scholars to sustain momentum toward a responsible, inclusive, and transformative advertising agenda.

Keywords: Transformative Advertising Research; Well-being (search for similar items in EconPapers)
Date: 2026-01-01
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Published in Journal of Advertising, 2026, 55 (1), pp.1 - 7. ⟨10.1080/00913367.2026.2617048⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05562232

DOI: 10.1080/00913367.2026.2617048

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