An Expose' on Green Television Ads

Easwar Iyer; Bobby Banerjee; Charles S. Gulas

An Expose' on Green Television Ads

Easwar Iyer, Bobby Banerjee, Charles S. Gulas

Wright State University

Research output: Contribution to journal › Article › peer-review

Abstract

We present the results from content analyzing 95 green TV ads. Although firm conclusions may be elusive because of sample characteristics, some very striking patterns emerge. For instance most green ads pertain to domestic consumables, are very shallow in their orientation, use women spokespersons and a testimonial format. A significant number of ads also attempt to influence consumer behavior and these tend to be more deep in their orientation. There are a also striking differences between green print ads and green TV ads in terms of their structure, strategy and tactics.

Original language	American English
Journal	Advances in Consumer Research
Volume	21
State	Published - Jan 1 1994

Disciplines

Advertising and Promotion Management
Business
Marketing

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http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7608

Cite this

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title = "An Expose' on Green Television Ads",

abstract = " We present the results from content analyzing 95 green TV ads. Although firm conclusions may be elusive because of sample characteristics, some very striking patterns emerge. For instance most green ads pertain to domestic consumables, are very shallow in their orientation, use women spokespersons and a testimonial format. A significant number of ads also attempt to influence consumer behavior and these tend to be more deep in their orientation. There are a also striking differences between green print ads and green TV ads in terms of their structure, strategy and tactics.",

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year = "1994",

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N2 - We present the results from content analyzing 95 green TV ads. Although firm conclusions may be elusive because of sample characteristics, some very striking patterns emerge. For instance most green ads pertain to domestic consumables, are very shallow in their orientation, use women spokespersons and a testimonial format. A significant number of ads also attempt to influence consumer behavior and these tend to be more deep in their orientation. There are a also striking differences between green print ads and green TV ads in terms of their structure, strategy and tactics.

AB - We present the results from content analyzing 95 green TV ads. Although firm conclusions may be elusive because of sample characteristics, some very striking patterns emerge. For instance most green ads pertain to domestic consumables, are very shallow in their orientation, use women spokespersons and a testimonial format. A significant number of ads also attempt to influence consumer behavior and these tend to be more deep in their orientation. There are a also striking differences between green print ads and green TV ads in terms of their structure, strategy and tactics.

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UR - http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7608

M3 - Article

VL - 21

JO - Advances in Consumer Research

JF - Advances in Consumer Research

ER -

An Expose' on Green Television Ads

Abstract

Disciplines

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