Social and Environmental Issues in Advertising

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Sukki Yoon (Bryant University, Smithfield, RI, USA) Sangdo Oh (Yonsei University, Seoul, South Korea)

Social and Environmental Issues in Advertising

Sukki Yoon (Bryant University, Smithfield, RI, USA), Sangdo Oh (Yonsei University, Seoul, South Korea)

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English

Routledge
18 October 2018

Advertising & society; Advertising

In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields—advertising, marketing, communications, and psychology—explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages.

This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.

Edited by: Sukki Yoon (Bryant University Smithfield RI USA), Sangdo Oh (Yonsei University, Seoul, South Korea)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 453g
ISBN: 9780367074371
ISBN 10: 0367074370
Pages: 180
Publication Date: 18 October 2018
Audience: College/higher education , Further / Higher Education , A / AS level
Format: Paperback
Publisher's Status: Active

Sukki Yoon teaches marketing at Bryant University, Rhode Island, USA. He has been a visiting scholar at Grey Worldwide and Harvard University, and a consultant at firms and government agencies in both the USA and Korea. Sangdo Oh teaches marketing at Yonsei University, Seoul, South Korea, and has previously taught at the University of Illinois and Ulsan National Institute of Science and Technology.