How is green seen? Exploring the impact of visual elements in green advertising

The influence of visual elements in green print advertising to potentially affectchanges in human consumptive practices has been explored in this dissertation.This was investigated via web-based questionnaires administered to businessschool students (n = 135) where the manipulation of the key visual elements ofextent of visuals used relative to the copy, and the inclusion of visual rhetoric (i.e.the use of imagery to convey a message) were explored. To determine this, varying sets of adverts were presented and respondents wererequested to rate their attitude towards the advert; their likelihood to purchase theproduct shown, and to indicate which adverts they preferred. Potential moderatingvariables related to the observer (i.e. need for cognition and need for emotion) andthe adverts (i.e. product type and brand) were also evaluated. The findings demonstrated that visuals with in adverts and the use of visualrhetoric could produce statistically different results form adverts without thesevisual elements. However there was also evidence to suggest that the use andapplication of visuals is complex in nature and not easily achieved in practicalapplications. The main reasons for this related to the fact that it is difficult to definevisuals at the exclusion of other variables; and that the manner in which aconsumer processes this visual is a key determinant that is influenced byprocessing style/attitude and is consequently not easily controlled. The research also attempted to explore the impacts of related moderator variablessuch as product type and familiarity of brand but due to design constraints anddifficulties in explaining findings such results proved inconclusive. The research report concludes with recommendations for future research andapplication; stressing the importance of the end goal of sustainable consumption. Copyright © 2009 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. Please cite as follows: Liston, R 2009, How is green seen? Exploring the impact of visual elements in green advertising, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05052010-161117/ > G10/334/ag