alexa A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Les Carlson, Stephen J Grove, Norman Kangun

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As organizations seek to communicate with consumers who are concerned about the environment, advertisements containing environmental claims are becoming more prominent. While much has been written about environmental advertising, this phenomenon has seldom been examined systematically. This paper presents an empirical study which combines two classification schemes to create a matrix that identifies different types of environmental claims and the likelihood that such claims will be judged as misleading and/or deceptive. Results suggest that those claims which extol the environmental benefits of products and those that are designed to enhance the environmental image of an organization are most prone to be considered misleading and/or deceptive. Methods for improving environmental advertising are suggested.

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This article was published in Journal of Advertising and referenced in Journal of Mass Communication & Journalism

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