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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

Author

Listed:
  • Linda Tuncay Zayer

    (Loyola University [Chicago])

  • Catherina A. Coleman

    (TCU - Texas Christian University)

  • Shu-Chuan Chu

    (DePaul University (United States, Chicago))

  • Verena Gruber

    (EM - EMLyon Business School)

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.

Suggested Citation

  • Linda Tuncay Zayer & Catherina A. Coleman & Shu-Chuan Chu & Verena Gruber, 2026. "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," Post-Print hal-05562232, HAL.
    • Handle: RePEc:hal:journl:hal-05562232
    DOI: 10.1080/00913367.2026.2617048
    as

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