06 Jul '11, 3pm

Advertising Climate Change: Yale Forum found that ‘green’ ads peaked in 08-09 & returned to ‘background’ levels in 2010

Advertising Climate Change: Yale Forum found that ‘green’ ads peaked in 08-09 & returned to ‘background’ levels in 2010

At the beginning and end of the period studied, roughly 5 percent of the full-page ads in three of the four magazines carried “green” messages of some sort. This 5 percent likely represents the background level of environmental ads referred to earlier. Before climate change became a widespread concern among the public, companies “greened” their public images by touting their efficient use of natural resources and their careful disposal of wastes, while sometimes also noting that a small percentage of their proceeds would be donated for preserving nature. Because they are uncontroversial, these assertions are relatively safe environmental messages to embrace, although they may leave companies open to claims of “greenwashing.” The desire to avoid controversy may be the reason behind the clear preference for the more general “emissions” over “carbon dioxide” or “greenhouse ga...

Full article: http://www.yaleclimatemediaforum.org/2011/07/advertising-...

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