The Use of Appeals in Green Printed Advertisements: A Case of Product Orientation and Organizational Image Orientation Ads
Despite the relatively large number of studies that
have examined the use of appeals in advertisements, research on the
use of appeals in green advertisements is still underdeveloped and
needs to be investigated further, as it is definitely a tool for marketers
to create illustrious ads. In this study, content analysis was employed
to examine the nature of green advertising appeals and to match the
appeals with the green advertisements. Two different types of green
print advertisings, product orientation and organizational image
orientation were used. Thirty highly educated participants with
different backgrounds were asked individually to ascertain three
appeals out of thirty-four given appeals found among forty real green
advertisements. To analyze participant responses and to group them
based on common appeals, two-step K-mean clustering is used. The
clustering solution indicates that eye-catching graphics and
imaginative appeals are highly notable in both types of green ads.
Depressed, meaningful and sad appeals are found to be highly used in
organizational image orientation ads, whereas, corporate image,
informative and natural appeals are found to be essential for product
orientation ads.
[1] Z., Rezaee, J.Z., Szendi, and R. Aggarwal, "Corporate Governance and
Accountability for Environmental Concerns”, Managerial Auditing
Journal, vol. 10, 1995, pp.27-33.
[2] Y.S., Chen, "Green Organizational Identity: Sources and Consequence”,
Management Decision, vol. 49, 2011, pp.384-404.
[3] J.A., Ottman, "The New Rules of Green Marketing, San Francisco, CA:
Berrett-Koehler Publishers”, 2011.
[4] C., Souza, and M. Taghian, "Green Advertising Effects on Attitude And
Choice of Advertising Themes”, Asia Pacific Journal of Marketing and
Logistics, vol. 17, 2005, pp.51-66.
[5] L., Carlson, S. J., Grove, and N., Kangun, "A Content Analysis of
Environmental Claims: A Matrix Method Approach”, Journal of
Advertising, vol. 22, 1993, pp. 27-39.
[6] F., Belz, and K. Peattie, "Sustainability Marketing: A Global Perspective
(1st edition), Chichester, West Sussex”, England: John Wiley & Sons,
2009.
[7] W.F., Arens, "Contemporary Advertising (10th edition)”, New York, NY:
McGraw-Hill/Irwin, 2006.
[8] D. L., Haytko, and E., Matulich, "Green Advertising and
Environmentally Responsible Consumer Behaviors: Linkages
Examined”, Journal of Management and Marketing Research, vol. 1,
2008, pp. 2-11.
[9] G. J., Gorn, A., Chattopadhyay, T., Yi, and D. W., Dahl, "Effects of
Color as an Executional Cue in the Shade in Advertising: They’re in the
Shade”, Management Science, vol. 43, 1997, pp. 1387-1400.
[10] R. S., Moore, C. A., Stammerjohan, and R. A., Coulter, "Banner
Advertiser: Web Site Context Congruity and Color Effects on Attention
and Attitudes”, Journal of Advertising, vol. 34, 2005, pp. 71-84.
[11] J. A., Belt, and J. G. P., Paolillo, "The Influence of Corporate Image and
Specificity of Candidate Qualifications on Response to Recruitment
Advertisement”, Journal of Management, vol. 8, 1982pp. 105-112.
[12] B. A. Lafferty, and R. E., Goldsmith, "Corporate Credibility’s Role in
Consumers Attitudes and Purchase Intentions When A High versus A
Low Credibility Endorser Is Used in the Ad”, Journal of Business
Research, vol. 44, 1999, pp. 109-116.
[13] A., Marcus, "Cult of Cute: the Challenge of User Experience Design”,
Interactions, 2002, pp. 29-34.
[14] B. J., Mcveigh, "How Hello Kitty Commodifies the Cute, Cool and
Camp: "Consumutopia” versus "Control” in Japan”, Journal of Material
Culture, vol. 5, 2000, pp. 225-245.
[15] G. D., Sherman, J., Haidt, and J. A., Coan, "Viewing Cute Images
Increases Behavioral Carefulness” Emotion (Washington, D.C.), vol. 9,
2009, pp. 282-286.
[16] J. A., Edell, and M. C., Burke, "The Power of Feelings Effects in
Understanding Advertising Effects”, Journal of Consumer Research,
vol. 14, 1987, pp. 421-433.
[17] W. J., Havlena, and M. B., Holbrook, "The Varieties of Consumption
Experience: Comparing Two Typologies of Emotion in Consumer
Behavior”, Journal of Consumer Research, vol. 13, 1986, pp. 394-404.
[18] C. N., Leonidou, and L. C., Leonidou, "Research into Environmental
Marketing/Management: A Bibliographic Analysis”, European Journal
of Marketing, vol. 45, 2011, pp. 68-103.
[19] P., Haghirian, M., Madlberger, and A., Tanuskova, "Increasing
Advertising Value of Mobile Marketing – An Empirical Study of
Antecedents”, 38th Hawaii International Conference on System
Sciences, 2005, pp. 1-10.
[20] C., Wang, P., Zhang, R., Choi, and M. D. E., Eredita, "Understanding
Consumers Attitude toward Advertising”, Eighth American Conference
on Information System, 2002, pp. 1143-1148.
[21] X., Li, "Web Page Design and Graphic Use of Three U.S. Newspapers”,
Journalism & Mass Communication Quarterly, vol. 75, 1998, pp. 353-
365.
[22] R., Batra, and M. L., Ray, "Affective Responses Mediating Acceptance
of Advertising”, Journal of Consumer Research, vol. 13, 1986, pp. 234-
249.
[23] G., Hastings, M., Stead, and J., Webb, "Fear Appeals in Social
Marketing: Strategic and Ethical Reasons for Concern”, Psychology and
Marketing, vol. 21, 2004, pp. 961-986.
[24] S., Banerjee, C. S., Gulas, and E., Iyer, "Shades of Green: A
Multidimensional Analysis of Environmental Advertising”, Journal of
Advertising, vol. 24, 1995, pp. 21-31.
[25] R. A. C., Ruiter, C., Abraham, and G., Kok, "Scary Warnings and
Rational Precautions: A Review of the Psychology of Fear Appeals”,
Psychology & Health, vol. 16, 2001, pp. 613-630.
[26] S. J., Pervan, and A., Vocino, "Message Framing: Keeping Practitioners
in the Picture”, Marketing Intelligence & Planning, vol. 26, 2008, pp.
634-648.
[27] H., Lindsay, Janice., "Contrasting Experiences of Shame and Guilt”,
American Behavioral Scientist, vol. 27, 1984, pp. 689-704.
[28] I. B., Weiner, and W. E., Craighead, The Corsini Encyclopedia of
Psychology, Hoboken, NJ: Wiley, 2010.
[29] L., Hatzithomas, Y., Zotos, and C., Boutsouki, "Humor and Cultural
Values in Print Advertising: A Cross-Cultural Study”, International
Marketing Review, vol. 28, 2011, pp. 57-80.
[30] K., Tremblay, "Likeability of Advertising Appeals in Anti-Smoking
Print Advertisements”, California State University, Fullerton., 2003.
[31] J. A., Edell, and R., Staelin, "The Information Processing of Pictures in
Print Advertisements”, Journal of Consumer Research, vol. 10, 1983,
pp. 45-61.
[32] B. B., Stern, "How Does an Ad Mean? Language in Services
Advertising”, Journal of Advertising, vol. 1988, pp. 3-14.
[33] D. L., Haytko, and E., Matulich, "Green Advertising and
Environmentally Responsible Consumer Behaviors: Linkages
Examined”, Journal of Management and Marketing Research, vol. 1,
2008, pp. 2-11.
[34] K., Chan, L., Li, S., Diehl, and R., Terlutter, "Consumers’ Response to
Offensive Advertising: A Cross Cultural Study”, International
Marketing Review, vol. 24, 2007, pp. 606-628.
[35] E., Iyer, and B., Banerjee, "Anatomy of Green Advertising”, Advances
in Consumer Research, vol. 20, 1993, pp. 494-501.
[36] P., Hartmann, V. A., Ibáñez, and F. J. F., Sainz, "Green Branding
Effects on Attitude: Functional versus Emotional Positioning
Strategies”, Marketing Intelligence & Planning, vol. 23, 2005, pp. 9-29.
[37] F., Liu, H., Cheng, and J., Li, "Consumer Responses to Sex Appeal
Advertising: A Cross-Cultural Study”, International Marketing Review,
vol. 26, 2009, pp. 501-520.
[38] D. W., Dahl, K. D., Frankenberger, and R. V., Manchanda, "Does It Pay
to Shock? Reactions to Shocking And Nonshocking Advertising Content
Among University Students”, Journal of Advertising Research, vol. 43,
2003, pp. 268-280.
[39] D. C., West, and A., Sargeant, "Taking Risks with Advertising: The
Case of the Not- For-Profit Sector”, Journal of Marketing Management,
vol. 20, 2004, pp.1027-1045.
[40] C., Pornpitakpan, and R. T., Green, "The Effect of Message Appeals
Countering Unrealistic Optimism on Purchase Intentions: A Cross-
National Study”, Asia Pacific Journal of Marketing and Logistics, Vol.
19, 2007, pp. 207-226.
[41] E., Iyer, B., Banerjee, and C. S., Gulas, "An Expose on Green Television
Ads”, Advances in Consumer Research, vol. 21, 1994, pp. 292-298.
[42] L. C., Leonidou, C. N., Leonidou, D., Palihawadana, and M., Hultman,
"Evaluating the Green Advertising Practices of International Firms: A
Trend Analysis”, International Marketing Review, vol. 28, 2011, pp. 6-
33.
[43] M. J., Polonsky, "An Introduction to Green Marketing”, Electronic
Green Journal, vol.1, 1994, pp. 1-10.
[44] N., Kangun, L., Carlson, and S. J., Grove, "Environmental Advertising
Claims: A Preliminary Investigation”, Journal of Public Policy &
Marketing, vol. 10, 1991, pp. 47-58.
[45] L., Carlson, S. J., Grove, and N., Kangun, "A Content Analysis of
Environmental Claims: A Matrix Method Approach”, Journal of
Advertising, vol. 22, 1993, pp. 27-39.
[46] M. E., Schuhwerk, and R., Lefkoff-hagius, "Green or Non-green? Does
Type of Appeal Matter When Advertising a Green Product?”, Journal of
Advertising, vol. 24, 1995, pp. 45-54.
[47] R. Y. K., Chan, "Consumer Responses to Environmental Advertising in
China”, Marketing Intelligence & Planning, vol. 22, 2004, pp. 427-437.
[48] R. Y. K., Chan, "The Effectiveness of Environmental Advertising: The
Role of Claim Type and the Source Country Green Image”,
International Journal of Advertising, vol. 19, 2000, pp. 349-375.
[49] J. B., MacQueen, "Some Methods for Classification and Analysis of
Multivariate Observations”, Proceedings of 5th Berkeley Symposium on
Mathematical Statistics and Probability, Berkeley, University of
California Press, vol.1, 1967, pp. 281-297.
[50] G., Krishnasamy, A. J., Kulkarni, R,Paramesran, "A hybrid approach for
data clustering based on modified cohort intelligence and K-means”,
Expert Systems with Applications, vol. 41, 2014, pp. 6009-6016.
[51] A., Basso, D., Goldberg, S., Greenspan, and D., Weimer, "First
Impressions: Emotional and Cognitive Factors Underlying Judgments of
Trust E-Commerce”, The 3rd ACM conference on Electronic
Commerce, 2001, pp. 37-143.
[1] Z., Rezaee, J.Z., Szendi, and R. Aggarwal, "Corporate Governance and
Accountability for Environmental Concerns”, Managerial Auditing
Journal, vol. 10, 1995, pp.27-33.
[2] Y.S., Chen, "Green Organizational Identity: Sources and Consequence”,
Management Decision, vol. 49, 2011, pp.384-404.
[3] J.A., Ottman, "The New Rules of Green Marketing, San Francisco, CA:
Berrett-Koehler Publishers”, 2011.
[4] C., Souza, and M. Taghian, "Green Advertising Effects on Attitude And
Choice of Advertising Themes”, Asia Pacific Journal of Marketing and
Logistics, vol. 17, 2005, pp.51-66.
[5] L., Carlson, S. J., Grove, and N., Kangun, "A Content Analysis of
Environmental Claims: A Matrix Method Approach”, Journal of
Advertising, vol. 22, 1993, pp. 27-39.
[6] F., Belz, and K. Peattie, "Sustainability Marketing: A Global Perspective
(1st edition), Chichester, West Sussex”, England: John Wiley & Sons,
2009.
[7] W.F., Arens, "Contemporary Advertising (10th edition)”, New York, NY:
McGraw-Hill/Irwin, 2006.
[8] D. L., Haytko, and E., Matulich, "Green Advertising and
Environmentally Responsible Consumer Behaviors: Linkages
Examined”, Journal of Management and Marketing Research, vol. 1,
2008, pp. 2-11.
[9] G. J., Gorn, A., Chattopadhyay, T., Yi, and D. W., Dahl, "Effects of
Color as an Executional Cue in the Shade in Advertising: They’re in the
Shade”, Management Science, vol. 43, 1997, pp. 1387-1400.
[10] R. S., Moore, C. A., Stammerjohan, and R. A., Coulter, "Banner
Advertiser: Web Site Context Congruity and Color Effects on Attention
and Attitudes”, Journal of Advertising, vol. 34, 2005, pp. 71-84.
[11] J. A., Belt, and J. G. P., Paolillo, "The Influence of Corporate Image and
Specificity of Candidate Qualifications on Response to Recruitment
Advertisement”, Journal of Management, vol. 8, 1982pp. 105-112.
[12] B. A. Lafferty, and R. E., Goldsmith, "Corporate Credibility’s Role in
Consumers Attitudes and Purchase Intentions When A High versus A
Low Credibility Endorser Is Used in the Ad”, Journal of Business
Research, vol. 44, 1999, pp. 109-116.
[13] A., Marcus, "Cult of Cute: the Challenge of User Experience Design”,
Interactions, 2002, pp. 29-34.
[14] B. J., Mcveigh, "How Hello Kitty Commodifies the Cute, Cool and
Camp: "Consumutopia” versus "Control” in Japan”, Journal of Material
Culture, vol. 5, 2000, pp. 225-245.
[15] G. D., Sherman, J., Haidt, and J. A., Coan, "Viewing Cute Images
Increases Behavioral Carefulness” Emotion (Washington, D.C.), vol. 9,
2009, pp. 282-286.
[16] J. A., Edell, and M. C., Burke, "The Power of Feelings Effects in
Understanding Advertising Effects”, Journal of Consumer Research,
vol. 14, 1987, pp. 421-433.
[17] W. J., Havlena, and M. B., Holbrook, "The Varieties of Consumption
Experience: Comparing Two Typologies of Emotion in Consumer
Behavior”, Journal of Consumer Research, vol. 13, 1986, pp. 394-404.
[18] C. N., Leonidou, and L. C., Leonidou, "Research into Environmental
Marketing/Management: A Bibliographic Analysis”, European Journal
of Marketing, vol. 45, 2011, pp. 68-103.
[19] P., Haghirian, M., Madlberger, and A., Tanuskova, "Increasing
Advertising Value of Mobile Marketing – An Empirical Study of
Antecedents”, 38th Hawaii International Conference on System
Sciences, 2005, pp. 1-10.
[20] C., Wang, P., Zhang, R., Choi, and M. D. E., Eredita, "Understanding
Consumers Attitude toward Advertising”, Eighth American Conference
on Information System, 2002, pp. 1143-1148.
[21] X., Li, "Web Page Design and Graphic Use of Three U.S. Newspapers”,
Journalism & Mass Communication Quarterly, vol. 75, 1998, pp. 353-
365.
[22] R., Batra, and M. L., Ray, "Affective Responses Mediating Acceptance
of Advertising”, Journal of Consumer Research, vol. 13, 1986, pp. 234-
249.
[23] G., Hastings, M., Stead, and J., Webb, "Fear Appeals in Social
Marketing: Strategic and Ethical Reasons for Concern”, Psychology and
Marketing, vol. 21, 2004, pp. 961-986.
[24] S., Banerjee, C. S., Gulas, and E., Iyer, "Shades of Green: A
Multidimensional Analysis of Environmental Advertising”, Journal of
Advertising, vol. 24, 1995, pp. 21-31.
[25] R. A. C., Ruiter, C., Abraham, and G., Kok, "Scary Warnings and
Rational Precautions: A Review of the Psychology of Fear Appeals”,
Psychology & Health, vol. 16, 2001, pp. 613-630.
[26] S. J., Pervan, and A., Vocino, "Message Framing: Keeping Practitioners
in the Picture”, Marketing Intelligence & Planning, vol. 26, 2008, pp.
634-648.
[27] H., Lindsay, Janice., "Contrasting Experiences of Shame and Guilt”,
American Behavioral Scientist, vol. 27, 1984, pp. 689-704.
[28] I. B., Weiner, and W. E., Craighead, The Corsini Encyclopedia of
Psychology, Hoboken, NJ: Wiley, 2010.
[29] L., Hatzithomas, Y., Zotos, and C., Boutsouki, "Humor and Cultural
Values in Print Advertising: A Cross-Cultural Study”, International
Marketing Review, vol. 28, 2011, pp. 57-80.
[30] K., Tremblay, "Likeability of Advertising Appeals in Anti-Smoking
Print Advertisements”, California State University, Fullerton., 2003.
[31] J. A., Edell, and R., Staelin, "The Information Processing of Pictures in
Print Advertisements”, Journal of Consumer Research, vol. 10, 1983,
pp. 45-61.
[32] B. B., Stern, "How Does an Ad Mean? Language in Services
Advertising”, Journal of Advertising, vol. 1988, pp. 3-14.
[33] D. L., Haytko, and E., Matulich, "Green Advertising and
Environmentally Responsible Consumer Behaviors: Linkages
Examined”, Journal of Management and Marketing Research, vol. 1,
2008, pp. 2-11.
[34] K., Chan, L., Li, S., Diehl, and R., Terlutter, "Consumers’ Response to
Offensive Advertising: A Cross Cultural Study”, International
Marketing Review, vol. 24, 2007, pp. 606-628.
[35] E., Iyer, and B., Banerjee, "Anatomy of Green Advertising”, Advances
in Consumer Research, vol. 20, 1993, pp. 494-501.
[36] P., Hartmann, V. A., Ibáñez, and F. J. F., Sainz, "Green Branding
Effects on Attitude: Functional versus Emotional Positioning
Strategies”, Marketing Intelligence & Planning, vol. 23, 2005, pp. 9-29.
[37] F., Liu, H., Cheng, and J., Li, "Consumer Responses to Sex Appeal
Advertising: A Cross-Cultural Study”, International Marketing Review,
vol. 26, 2009, pp. 501-520.
[38] D. W., Dahl, K. D., Frankenberger, and R. V., Manchanda, "Does It Pay
to Shock? Reactions to Shocking And Nonshocking Advertising Content
Among University Students”, Journal of Advertising Research, vol. 43,
2003, pp. 268-280.
[39] D. C., West, and A., Sargeant, "Taking Risks with Advertising: The
Case of the Not- For-Profit Sector”, Journal of Marketing Management,
vol. 20, 2004, pp.1027-1045.
[40] C., Pornpitakpan, and R. T., Green, "The Effect of Message Appeals
Countering Unrealistic Optimism on Purchase Intentions: A Cross-
National Study”, Asia Pacific Journal of Marketing and Logistics, Vol.
19, 2007, pp. 207-226.
[41] E., Iyer, B., Banerjee, and C. S., Gulas, "An Expose on Green Television
Ads”, Advances in Consumer Research, vol. 21, 1994, pp. 292-298.
[42] L. C., Leonidou, C. N., Leonidou, D., Palihawadana, and M., Hultman,
"Evaluating the Green Advertising Practices of International Firms: A
Trend Analysis”, International Marketing Review, vol. 28, 2011, pp. 6-
33.
[43] M. J., Polonsky, "An Introduction to Green Marketing”, Electronic
Green Journal, vol.1, 1994, pp. 1-10.
[44] N., Kangun, L., Carlson, and S. J., Grove, "Environmental Advertising
Claims: A Preliminary Investigation”, Journal of Public Policy &
Marketing, vol. 10, 1991, pp. 47-58.
[45] L., Carlson, S. J., Grove, and N., Kangun, "A Content Analysis of
Environmental Claims: A Matrix Method Approach”, Journal of
Advertising, vol. 22, 1993, pp. 27-39.
[46] M. E., Schuhwerk, and R., Lefkoff-hagius, "Green or Non-green? Does
Type of Appeal Matter When Advertising a Green Product?”, Journal of
Advertising, vol. 24, 1995, pp. 45-54.
[47] R. Y. K., Chan, "Consumer Responses to Environmental Advertising in
China”, Marketing Intelligence & Planning, vol. 22, 2004, pp. 427-437.
[48] R. Y. K., Chan, "The Effectiveness of Environmental Advertising: The
Role of Claim Type and the Source Country Green Image”,
International Journal of Advertising, vol. 19, 2000, pp. 349-375.
[49] J. B., MacQueen, "Some Methods for Classification and Analysis of
Multivariate Observations”, Proceedings of 5th Berkeley Symposium on
Mathematical Statistics and Probability, Berkeley, University of
California Press, vol.1, 1967, pp. 281-297.
[50] G., Krishnasamy, A. J., Kulkarni, R,Paramesran, "A hybrid approach for
data clustering based on modified cohort intelligence and K-means”,
Expert Systems with Applications, vol. 41, 2014, pp. 6009-6016.
[51] A., Basso, D., Goldberg, S., Greenspan, and D., Weimer, "First
Impressions: Emotional and Cognitive Factors Underlying Judgments of
Trust E-Commerce”, The 3rd ACM conference on Electronic
Commerce, 2001, pp. 37-143.
@article{"International Journal of Business, Human and Social Sciences:50452", author = "Chutima Ruanguttamanun", title = "The Use of Appeals in Green Printed Advertisements: A Case of Product Orientation and Organizational Image Orientation Ads", abstract = "Despite the relatively large number of studies that
have examined the use of appeals in advertisements, research on the
use of appeals in green advertisements is still underdeveloped and
needs to be investigated further, as it is definitely a tool for marketers
to create illustrious ads. In this study, content analysis was employed
to examine the nature of green advertising appeals and to match the
appeals with the green advertisements. Two different types of green
print advertisings, product orientation and organizational image
orientation were used. Thirty highly educated participants with
different backgrounds were asked individually to ascertain three
appeals out of thirty-four given appeals found among forty real green
advertisements. To analyze participant responses and to group them
based on common appeals, two-step K-mean clustering is used. The
clustering solution indicates that eye-catching graphics and
imaginative appeals are highly notable in both types of green ads.
Depressed, meaningful and sad appeals are found to be highly used in
organizational image orientation ads, whereas, corporate image,
informative and natural appeals are found to be essential for product
orientation ads.
", keywords = "Advertising appeals, green marketing, green
advertisement, printed advertisement.", volume = "8", number = "9", pages = "2824-6", }
