TY - JOUR A1 - Ternès, Anabel A1 - Jeske, Denise T1 - The Impact of CSR Advertisement on Costumer Awareness JF - Journal of Cultural and Religious Studies N2 - Corporate Social Responsibility (CSR) is a global trend, also in the advertising industry. The purpose of this paper is to show what consumers think about CSR-related advertising and if it changes their buying behavior. An online survey was sent to the target group. It included questions about sustainability in general and questions concerning five different commercials of Coca Cola, Procter & Gamble, Vodafone, Volkswagen and Suzuki. Some questions had their focus on CSR activities and some on the product. The findings of this study indicate that credibility is most important for a good CSR media campaign. Another result is that the majority of the respondents don´t trust a company more because of a special advertisement, but that they want to find out more about the company and it’s social commitment on the internet, if the commercial is touching in this way. KW - Corporate Social Responsibility KW - Sustainability KW - Social Commitment KW - Commercials Y1 - 2013 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:0298-opus4-3636 VL - 1 IS - 1 SP - 1 EP - 7 ER -