<論文>日本・タイ・中国の新聞媒体における環境広告の一考察
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概要
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The environment has come to be regarded as an "everyday" theme in advertising. As the public has become more conscious of the environment, environmentally aware advertising has become a very common or "everyday" theme in advertising. This paper analyzes and compares the results of our latest studies-conducted in August 1998 to March 1999 on consumer awareness of the environment, as well as on environmentally friendly products and corporate communications that employ an environmental theme (especially on the newspaper advertising in Japan, Thailand and China). Taking the view that environmental issues are an important theme in corporate communications and that a company or a brand must be environmentally friendly in order to win consumer favor, we have been investigating the form that effective environmentally oriented communications should take. This paper is part of this ongoing effort.