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.
|Commitee:||Amster, Randall, Bennett, Audrey|
|School Location:||United States -- Arizona|
|Source:||MAI 50/03M, Masters Abstracts International|
|Subjects:||Marketing, Sustainability, Mass communications|
|Keywords:||Advertising, Anti-consumption, Anti-consumption advertising, Green advertising, Overconsumption, Social movement|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be