{"title":"The Use of Appeals in Green Printed Advertisements: A Case of Product Orientation and Organizational Image Orientation Ads","authors":"Chutima Ruanguttamanun","volume":93,"journal":"International Journal of Humanities and Social Sciences","pagesStart":2988,"pagesEnd":2994,"ISSN":"1307-6892","URL":"https:\/\/publications.waset.org\/pdf\/9999383","abstract":"
Despite the relatively large number of studies that
\r\nhave examined the use of appeals in advertisements, research on the
\r\nuse of appeals in green advertisements is still underdeveloped and
\r\nneeds to be investigated further, as it is definitely a tool for marketers
\r\nto create illustrious ads. In this study, content analysis was employed
\r\nto examine the nature of green advertising appeals and to match the
\r\nappeals with the green advertisements. Two different types of green
\r\nprint advertisings, product orientation and organizational image
\r\norientation were used. Thirty highly educated participants with
\r\ndifferent backgrounds were asked individually to ascertain three
\r\nappeals out of thirty-four given appeals found among forty real green
\r\nadvertisements. To analyze participant responses and to group them
\r\nbased on common appeals, two-step K-mean clustering is used. The
\r\nclustering solution indicates that eye-catching graphics and
\r\nimaginative appeals are highly notable in both types of green ads.
\r\nDepressed, meaningful and sad appeals are found to be highly used in
\r\norganizational image orientation ads, whereas, corporate image,
\r\ninformative and natural appeals are found to be essential for product
\r\norientation ads.<\/p>\r\n","references":"[1] Z., Rezaee, J.Z., Szendi, and R. Aggarwal, \"Corporate Governance and\r\nAccountability for Environmental Concerns\u201d, Managerial Auditing\r\nJournal, vol. 10, 1995, pp.27-33.\r\n[2] Y.S., Chen, \"Green Organizational Identity: Sources and Consequence\u201d,\r\nManagement Decision, vol. 49, 2011, pp.384-404.\r\n[3] J.A., Ottman, \"The New Rules of Green Marketing, San Francisco, CA:\r\nBerrett-Koehler Publishers\u201d, 2011.\r\n[4] C., Souza, and M. Taghian, \"Green Advertising Effects on Attitude And\r\nChoice of Advertising Themes\u201d, Asia Pacific Journal of Marketing and\r\nLogistics, vol. 17, 2005, pp.51-66.\r\n[5] L., Carlson, S. J., Grove, and N., Kangun, \"A Content Analysis of\r\nEnvironmental Claims: A Matrix Method Approach\u201d, Journal of\r\nAdvertising, vol. 22, 1993, pp. 27-39.\r\n[6] F., Belz, and K. 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