The rise of Corporate Social Responsibility is due precisely to the abuses, deceptions and

bad practices of many organizations, and therefore the need to recover the credibility
and trust of the public and society (Costa, 2016). Precisely these abuses and deceptions
are related to advertising complicity, characterized by the spectacle and exaggeration,
which, to objectivity, and this has conditioned the loss of credibility of the ads.

CSR exceeds the scope of advertising communication, and covers the general policy of
current companies, especially those with the greatest public presence. Therefore, CSR
must be placed at a higher level, within the sphere of management policies of the
organization, notwithstanding that advertising can cooperate to a greater or lesser
extent in the development and fulfillment of CSR strategies. In this sense, it coincides
with the valuations of (Pacheco, 2016) when it refers to the reasons for the rise of CSR,
it is a largely pragmatic issue because companies have realized that it is no longer
possible to continue acting as backs to society, focused solely on maximizing its benefits
at any price. There is a greater sensitivity and increasing valuation of citizens towards
sensitive and responsible practices.

Technological development allows individuals to access information and the immediacy

with which the cases of good practices of companies are disseminated, and thus also the
search for social acceptance by organizations in a highly competitive context where it is
necessary differentiate beyond products and services.

For Antonio Caro, referring to the rise of CSR and the context of advertising
communication, he argues:

From my point of view, the rise of CSR has its ultimate raison d'être in the trend of social
delegitimization that affects companies today. general (and whose underlying reason is,
in my opinion, the replacement of the product-merchandise by the sign-brand), which is
otherwise parallel to the rise of social networks (which have broken the communicative
monopoly enjoyed by companies until recent times, depending on the verticality of
communication through the mass media). As indicated in a recent article published in the
critical Spanish newspaper Diagonal. The brand, which is ultimately an advertising
construction, is sometimes used to disguise the abuses that some companies make in
relation to their products, as has happened with the recent “Volkswagen scandal”
(2016).

“Large companies camouflage the damage and deception of their products with an
excellent brand image” (Caro, 2016)

On this loss of credibility and transparency that become a reputational crisis Orozco &
Ferré say that:

The intense participation of stakeholders in the web, and especially in social networks,
has been a leading factor in the last business crises that have undermined the reputation
and have revealed the bad Corporate Social Responsibility strategies of some important
companies such as Enron, Mitsubishi, Parmalat , Nike, Shell, British Petroleum, Toyota,
News of the World, to mention only the cases of world-renowned multinationals (2013,
para. 1).

Undoubtedly, many organizations intend to connect with the concerns of their

customers, showing before them a kind and supportive image that in the long term will
be tangible business benefits (Medina, 2016). But they have to offer an ethical and
transparent attitude where the constant dialogue prevails. We are in the presence of a
context with customers increasingly sensitive and aware of social, environmental and
sustainable issues, so CSR has taken such a boom in various areas of the organization
and of course Advertising Communication is no exception. Brands that want to survive
must adapt to the social and sustainable awareness that consumers and society today
are demanding from organizations and the relationship they intend to create with their
audiences (Orjuela, 2016).