@article{(Open Science Index):https://publications.waset.org/pdf/9999383,
	  title     = {The Use of Appeals in Green Printed Advertisements: A Case of Product Orientation and Organizational Image Orientation Ads},
	  author    = {Chutima Ruanguttamanun},
	  country	= {},
	  institution	= {},
	  abstract     = {Despite the relatively large number of studies that
have examined the use of appeals in advertisements, research on the
use of appeals in green advertisements is still underdeveloped and
needs to be investigated further, as it is definitely a tool for marketers
to create illustrious ads. In this study, content analysis was employed
to examine the nature of green advertising appeals and to match the
appeals with the green advertisements. Two different types of green
print advertisings, product orientation and organizational image
orientation were used. Thirty highly educated participants with
different backgrounds were asked individually to ascertain three
appeals out of thirty-four given appeals found among forty real green
advertisements. To analyze participant responses and to group them
based on common appeals, two-step K-mean clustering is used. The
clustering solution indicates that eye-catching graphics and
imaginative appeals are highly notable in both types of green ads.
Depressed, meaningful and sad appeals are found to be highly used in
organizational image orientation ads, whereas, corporate image,
informative and natural appeals are found to be essential for product
orientation ads.
},
	    journal   = {International Journal of Humanities and Social Sciences},
	  volume    = {8},
	  number    = {9},
	  year      = {2014},
	  pages     = {2988 - 2993},
	  ee        = {https://publications.waset.org/pdf/9999383},
	  url   	= {https://publications.waset.org/vol/93},
	  bibsource = {https://publications.waset.org/},
	  issn  	= {eISSN: 1307-6892},
	  publisher = {World Academy of Science, Engineering and Technology},
	  index 	= {Open Science Index 93, 2014},
	}