An Expose' on Green Television Ads

Document Type

Article

Publication Date

1994

Abstract

We present the results from content analyzing 95 green TV ads. Although firm conclusions may be elusive because of sample characteristics, some very striking patterns emerge. For instance most green ads pertain to domestic consumables, are very shallow in their orientation, use women spokespersons and a testimonial format. A significant number of ads also attempt to influence consumer behavior and these tend to be more deep in their orientation. There are a also striking differences between green print ads and green TV ads in terms of their structure, strategy and tactics.

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