dc.contributor.author | del Moral Pérez, M. Esther | |
dc.contributor.author | Bellver Moreno, M. Carmen | |
dc.contributor.author | López-Bouzas, Nerea | |
dc.contributor.author | Castañeda Fernández, Jonathan | |
dc.date.accessioned | 2023-01-11T12:18:08Z | |
dc.date.available | 2023-01-11T12:18:08Z | |
dc.date.issued | 2023 | |
dc.identifier.citation | Del 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. https://doi.org/10.33732/ixc/13/01Proenv | es |
dc.identifier.issn | 2174-1859 | |
dc.identifier.uri | https://hdl.handle.net/10115/20898 | |
dc.description.abstract | The 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 actions. | es |
dc.language.iso | spa | es |
dc.publisher | Servicio de Publicaciones de la Universidad Rey Juan Carlos | es |
dc.rights | Atribución-NoComercial 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc/4.0/ | * |
dc.subject | Narratives | es |
dc.subject | Sensitization | es |
dc.subject | Environment | es |
dc.subject | Youth | es |
dc.title | Pro-environmental Advertising Strategies of Greatest Impact among College Audiences | es |
dc.type | info:eu-repo/semantics/article | es |
dc.identifier.doi | 10.33732/ixc/13/01Proenv | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |