In today's dynamic world, businesses are not merely economic actors; they have also become institutions that connect with society, create meaning, and take on responsibility. This situation has made social responsibility activities not a choice but a necessity for businesses. Nowadays, a brand's position in society is shaped not only by the products it offers but also by the perception and trust it creates in the minds of its stakeholders. Social responsibility advertising is the communication process that makes this perception visible.

Each generation perceives the world differently and has different values and expectations. Therefore, understanding how social responsibility advertising resonates with each generation is one of the most sensitive points in today's communication strategies. This is because how a message is perceived at an invisible level by the audience is as important as what it says. This is precisely where neuromarketing methods come into play, revealing subconscious indicators such as attention, emotion, arousal, and perception, enabling us to understand the deep structure of the persuasion process.

I believe this book will serve as a reference for researchers and academics working in the fields of social responsibility, generations, and neuromarketing, as well as for communication professionals.