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date: 19 June 2018

Summary and Keywords

Climate change specifically and the environment more generally are becoming increasingly central features in much of contemporary persuasive messages. From World Wildlife Fund public service announcements showing the Earth as a melting scoop of ice cream to advertisements for environmentally friendly hybrid cars set against backdrops of lush, green fields, climate change and the environment are closely linked to strategic communication and consumer behavior. This growing focus on the connection between climate change and consumption represents a wide and varied field of study, underscoring the ways in which the two can at once be symbiotic and yet also antagonistic.

Meaningful academic attention to environmental cues in advertising can be thought of as occurring in two waves. In the first wave, peaking in the 1990s, research was concerned primarily with content analyses of advertising containing environmental appeals. Questions about deceptive environmental claims, often referred to as greenwashing, were a primary concern during this phase. Climate change specifically was not a central element, and instead, issues of environmental preservation and conservation dominated. In the second wave, which emerged in the late 2000s and continues unabated, researchers have broadened their focus to examine not only how the environment was depicted in advertising messages but also how audiences understood them. Attention was paid to message factors, like framing, source cues, and visual depictions, as well as individual-level factors, such as environmental concern, political ideology and regulatory focus.

While concerns about greenwashing and deceptive advertising continue to plague green advertising, a collection of new critiques has emerged, including questions about the implications of emphasizing consumer behavior as a source of climate change mitigation, of relying on nature as a commodity to be sold and used, and of engaging individuals as consumers rather than as citizens in attempts to effect environmental change.

Keywords: green advertising, sustainability, greenwashing, climate change visuals, green consumption, environmental persuasion

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