Social and Environmental Issues in Advertising

ISBN-13: 9780367074371 / Angielski / Miękka / 2018 / 170 str.

Sukki Yoon; Sangdo Oh

Opis

In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and　techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. This book introduces advertising scholars and practitioners to current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising. This book was originally published as a special issue of the International Journal of Advertising.

Spis treści

Introduction: Social and environmental issues in advertising  1. Pro-environment advertising messages: the role of regulatory focus  2. How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting  3. ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands  4. Do bans on illuminated on-premise signs matter? Balancing environmental impact with the impact on businesses  5. Impact of fear appeals on pro-environmental behaviour and crucial determinants  6. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea  7. The effect of non-stereotypical gender role advertising on consumer evaluation  8. In distrust of merits: the negative effects of astroturfs on people’s prosocial behaviors  9. Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement