Shades of Green: A Multidimensional Analysis of Environmental Advertising
Environmental appeals are becoming increasingly common in advertising, but all green ads are not created equal. The authors report the results of a content analysis designed to uncover the underlying structure of green advertising. A convenience sample of 95 green TV ads and 173 green print ads were...
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| Veröffentlicht in: | Journal of advertising 1995-06, Vol.24 (2), p.21-31 |
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| container_end_page | 31 |
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| container_issue | 2 |
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| container_title | Journal of advertising |
| container_volume | 24 |
| creator | Banerjee, Subhabrata Gulas, Charles S. Iyer, Easwar |
| description | Environmental appeals are becoming increasingly common in advertising, but all green ads are not created equal. The authors report the results of a content analysis designed to uncover the underlying structure of green advertising. A convenience sample of 95 green TV ads and 173 green print ads were content-analyzed. Multidimensional analysis indicates that the structure of green advertising can be captured in three dimensions: sponsor type (for-profit or nonprofit), ad focus (whether the ad focuses on the advertiser or the consumer), and depth of ad (shallow, moderate, or deep depending on the extent of environmental information mentioned). A majority of advertisers in the sample attempted to project a green corporate image rather than focusing on the environmental benefits of their product or service. |
| doi_str_mv | 10.1080/00913367.1995.10673473 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0091-3367 |
| ispartof | Journal of advertising, 1995-06, Vol.24 (2), p.21-31 |
| issn | 0091-3367 1557-7805 |
| language | eng |
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| source | Jstor Complete Legacy; Taylor & Francis; Business Source Complete |
| subjects | Advertising Advertising research Consumer advertising Consumers Content analysis Corporate image Environmental conditions Environmental impact Environmental protection Environmentalism Environmentally sensitive products Green businesses Green marketing Lifestyles Marketing Nonprofit organizations Recycling Social research Statistical analysis Studies Sustainable water management |
| title | Shades of Green: A Multidimensional Analysis of Environmental Advertising |
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