Social and Environmental Issues in Advertising e-bog
403,64 DKK
(inkl. moms 504,55 DKK)
In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, anda techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibil...
E-bog
403,64 DKK
Forlag
Routledge
Udgivet
11 oktober 2018
Længde
170 sider
Genrer
JFDV
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9781315392523
In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, anda techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields-advertising, marketing, communications, and psychology-explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages. This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.