Communicating CSR and Business Identity in the Chemical Industry Through Mission Slogans

Abstract

This article analyzes the communication of corporate social responsibility (CSR) and corporate image in the chemical industry through mission slogans. Morsing’s (2006) CSR communication framework is adapted for a comparative analysis of the strategies behind mission slogans. By grouping rhetorical strategies in a mission slogan into a mission slogan functionality grid, it was found that most chemical companies use the mission slogan to share their value proposition (CSR promise) and to present their often-stigmatized activities in a euphemistic way. This article offers the tools to use mission slogans as lenses through which to analyze corporate image strategies.

Keywords

corporate social responsibility (CSR)CSR communication mission slogan corporate motto BASF

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