Advertising is a key means of communication and can guide consumer choices by relying on their priorities. The aim of this study is analysing the diffusion and characteristics of environmental advertisings in Italian newspapers between 2007 and the first half of 2008. The article describes the contents of the 1.314 environmental advertising such as the presence of technical data or environmental certifications reference and the graphics and images used to improve the effectiveness of message. In addition, a “cluster analysis” was applied on the collected data classifying messages into four ecological categories that is associated with a different level of completeness and effectiveness of environmental communication
La pubblicità ambientale quale strumento di comunicazione per l’eco-consumatore
FREY, Marco;TESTA, FRANCESCO;IRALDO, Fabio;TESSITORE, SARA
2011-01-01
Abstract
Advertising is a key means of communication and can guide consumer choices by relying on their priorities. The aim of this study is analysing the diffusion and characteristics of environmental advertisings in Italian newspapers between 2007 and the first half of 2008. The article describes the contents of the 1.314 environmental advertising such as the presence of technical data or environmental certifications reference and the graphics and images used to improve the effectiveness of message. In addition, a “cluster analysis” was applied on the collected data classifying messages into four ecological categories that is associated with a different level of completeness and effectiveness of environmental communicationI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
