What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability

Different strategies focused on mitigating, remedying, or preventing the intensification of environmental issues have been adopted by several institutions, organizations, governments, media, among others. One of these strategies lies on environmental advertising campaigns based on creative and eye-c...

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Autores principales:	Natália Aparecida Campos, Guilherme Malafaia, Lucas Benites Doretto, Ivana Felipe Rosa, Rafael Henrique Nóbrega, Aline Sueli de Lima Rodrigues
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2021
Materias:	Social communication Conservation psychology Environmental advertising Biodiversity Environmental conservation Environmental engineering TA170-171 Chemical engineering TP155-156
Acceso en línea:	https://doaj.org/article/a98e35899d55464985e026d342bffe0b
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spelling	oai:doaj.org-article:a98e35899d55464985e026d342bffe0b2021-11-26T04:40:14ZWhat do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability2666-016410.1016/j.cscee.2021.100160https://doaj.org/article/a98e35899d55464985e026d342bffe0b2021-12-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2666016421000827https://doaj.org/toc/2666-0164Different strategies focused on mitigating, remedying, or preventing the intensification of environmental issues have been adopted by several institutions, organizations, governments, media, among others. One of these strategies lies on environmental advertising campaigns based on creative and eye-catching advertisements aimed to promoting the environmental cause. However, the literature lacks studies focused on investigating how efficient these campaigns are in achieving their goals, as well as how individuals interpret/understand them. Thus, the aim of the current study is to carry out the systemic assessment of different environmental advertisements by taking into consideration their linguistic features and specific contents, the emotional reactions they induce in different individuals and the way the target audience interprets/understands them. In order to do so, 367 advertisements were evaluated, and 350 volunteers responded to an online questionnaire that enabled assessing individuals' reactions and how they interpreted them. Data have shown great diversity of advertisements; whose features elicit different reactions in the public. Advertisements focused on exploiting strong images aroused melancholic and fearful feelings in individuals. Subjective or more robust linguistic resources did not make it easier for the public to understand them and advertisements focused on exploring environmental issues in a more pleasant and creative way were able to rise greater public interest in them. To the best of our knowledge, the current study is pioneer in conducting a comprehensive assessment of environmental advertisements worldwide in order to indicate how they can help improving environmental education, as well as to encouraging greater population engagement to environmental causes.Natália Aparecida CamposGuilherme MalafaiaLucas Benites DorettoIvana Felipe RosaRafael Henrique NóbregaAline Sueli de Lima RodriguesElsevierarticleSocial communicationConservation psychologyEnvironmental advertisingBiodiversityEnvironmental conservationEnvironmental engineeringTA170-171Chemical engineeringTP155-156ENCase Studies in Chemical and Environmental Engineering, Vol 4, Iss , Pp 100160- (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Social communication Conservation psychology Environmental advertising Biodiversity Environmental conservation Environmental engineering TA170-171 Chemical engineering TP155-156
spellingShingle	Social communication Conservation psychology Environmental advertising Biodiversity Environmental conservation Environmental engineering TA170-171 Chemical engineering TP155-156 Natália Aparecida Campos Guilherme Malafaia Lucas Benites Doretto Ivana Felipe Rosa Rafael Henrique Nóbrega Aline Sueli de Lima Rodrigues What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability
description	Different strategies focused on mitigating, remedying, or preventing the intensification of environmental issues have been adopted by several institutions, organizations, governments, media, among others. One of these strategies lies on environmental advertising campaigns based on creative and eye-catching advertisements aimed to promoting the environmental cause. However, the literature lacks studies focused on investigating how efficient these campaigns are in achieving their goals, as well as how individuals interpret/understand them. Thus, the aim of the current study is to carry out the systemic assessment of different environmental advertisements by taking into consideration their linguistic features and specific contents, the emotional reactions they induce in different individuals and the way the target audience interprets/understands them. In order to do so, 367 advertisements were evaluated, and 350 volunteers responded to an online questionnaire that enabled assessing individuals' reactions and how they interpreted them. Data have shown great diversity of advertisements; whose features elicit different reactions in the public. Advertisements focused on exploiting strong images aroused melancholic and fearful feelings in individuals. Subjective or more robust linguistic resources did not make it easier for the public to understand them and advertisements focused on exploring environmental issues in a more pleasant and creative way were able to rise greater public interest in them. To the best of our knowledge, the current study is pioneer in conducting a comprehensive assessment of environmental advertisements worldwide in order to indicate how they can help improving environmental education, as well as to encouraging greater population engagement to environmental causes.
format	article
author	Natália Aparecida Campos Guilherme Malafaia Lucas Benites Doretto Ivana Felipe Rosa Rafael Henrique Nóbrega Aline Sueli de Lima Rodrigues
author_facet	Natália Aparecida Campos Guilherme Malafaia Lucas Benites Doretto Ivana Felipe Rosa Rafael Henrique Nóbrega Aline Sueli de Lima Rodrigues
author_sort	Natália Aparecida Campos
title	What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability
title_short	What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability
title_full	What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability
title_fullStr	What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability
title_full_unstemmed	What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability
title_sort	what do environmental advertisers say and how does the public understand them? contributions to education for sustainability
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/a98e35899d55464985e026d342bffe0b
work_keys_str_mv	AT nataliaaparecidacampos whatdoenvironmentaladvertiserssayandhowdoesthepublicunderstandthemcontributionstoeducationforsustainability AT guilhermemalafaia whatdoenvironmentaladvertiserssayandhowdoesthepublicunderstandthemcontributionstoeducationforsustainability AT lucasbenitesdoretto whatdoenvironmentaladvertiserssayandhowdoesthepublicunderstandthemcontributionstoeducationforsustainability AT ivanafeliperosa whatdoenvironmentaladvertiserssayandhowdoesthepublicunderstandthemcontributionstoeducationforsustainability AT rafaelhenriquenobrega whatdoenvironmentaladvertiserssayandhowdoesthepublicunderstandthemcontributionstoeducationforsustainability AT alinesuelidelimarodrigues whatdoenvironmentaladvertiserssayandhowdoesthepublicunderstandthemcontributionstoeducationforsustainability
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What do environmental advertisers Say and how does the public understand them? Contributions to education for sustainability

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