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Pro-environmental Advertising Strategies of Greatest Impact among College Audiences

dc.contributor.authordel Moral Pérez, M. Esther
dc.contributor.authorBellver Moreno, M. Carmen
dc.contributor.authorLópez-Bouzas, Nerea
dc.contributor.authorCastañeda Fernández, Jonathan
dc.identifier.citationDel Moral, M. E., Bellver, M. C., López-Bouzas, N. y Castañeda, J. (2023). Pro-environmental Advertising Strategies of Greatest Impact among College Audiences. index.comunicación, 13(1), 223-246.
dc.description.abstractThe aim of this study is to know the opinion of undergraduate students (N=296) on the most impactful advertising strategies to design future environmental awareness campaigns. The methodology is empirical, non-experimental, descriptive, exploratory, and analytical. It focuses on examining the opinion of respondents about the preferred communication channels used to transmit pro-environmental messages, the audio-visual formats that draw their attention, the most persuasive narrative, the most impactful messages, and the people they find most credible for pro-environmental campaigning. The findings show that young audiences prioritize social media; real images; informative and testimonial narratives; catastrophic, hopeful, and inspirational messages; and nature is the main protagonist of stories. In conclusion, these campaigns should take advantage of the potential of social networks and select the most suitable advertising strategies to ensure their impact and encourage change towards eco-sustainable
dc.publisherServicio de Publicaciones de la Universidad Rey Juan Carloses
dc.rightsAtribución-NoComercial 4.0 Internacional*
dc.titlePro-environmental Advertising Strategies of Greatest Impact among College Audienceses

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Atribución-NoComercial 4.0 InternacionalExcept where otherwise noted, this item's license is described as Atribución-NoComercial 4.0 Internacional