Dissertation/Thesis Abstract

Can Advertising Be Used to Curb Patterns of Overconsumption?
by Mains, Ashley, M.A., Prescott College, 2011, 72; 1502907
Abstract (Summary)

Can advertising be used to curb or reverse patterns of overconsumption and shift individual behaviors toward a more sustainable use of Earth's resources, and what would the key elements and techniques of that advertising possibly be? This exploratory paper examines and critiques the use of psychological techniques in traditional advertising as well as how people are motivated towards action and change in the context of social movements. The existing proof that cause-related marketing is effective will be evaluated. This paper will provide a qualitative textual/theoretical content analysis of existing evidence-based research and advertising exemplars, and culminate in a synthesis of general guidelines for an anti-consumption advertising campaign based on areas of overlap between traditional advertising techniques and motivating factors for social change, and lessons gleaned from public service advertising exemplars. Each general guideline is accompanied by proposed hypothetical ways to incorporate them into a variety of possible campaigns.

Indexing (document details)
Advisor: Benson, Eric
Commitee: Amster, Randall, Bennett, Audrey
School: Prescott College
Department: Humanities
School Location: United States -- Arizona
Source: MAI 50/03M, Masters Abstracts International
Source Type: DISSERTATION
Subjects: Marketing, Sustainability, Mass communications
Keywords: Advertising, Anti-consumption, Anti-consumption advertising, Green advertising, Overconsumption, Social movement
Publication Number: 1502907
ISBN: 978-1-267-06808-8
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