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

Abstract

The influence of visual elements in green print advertising to potentially affect changes in human consumptive practices has been explored in this dissertation. This was investigated via web-based questionnaires administered to business school students (n = 135) where the manipulation of the key visual elements of extent 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 were requested to rate their attitude towards the advert; their likelihood to purchase the product shown, and to indicate which adverts they preferred. Potential moderating variables related to the observer (i.e. need for cognition and need for emotion) and the adverts (i.e. product type and brand) were also evaluated. The findings demonstrated that visuals with in adverts and the use of visual rhetoric could produce statistically different results form adverts without these visual elements. However there was also evidence to suggest that the use and application of visuals is complex in nature and not easily achieved in practical applications. The main reasons for this related to the fact that it is difficult to define visuals at the exclusion of other variables; and that the manner in which a consumer processes this visual is a key determinant that is influenced by processing style/attitude and is consequently not easily controlled. The research also attempted to explore the impacts of related moderator variables such as product type and familiarity of brand but due to design constraints and difficulties in explaining findings such results proved inconclusive. The research report concludes with recommendations for future research and application; stressing the importance of the end goal of sustainable consumption.