Year: 2020
Type: article
Abstract: As environmental concerns began to emerge, companies started to target toward the growing 'green market' to launch their green products. Companies' green advertising played an important role in facilitating corporate green marketing and fuelling the desire for environmental-friendly commodities. Applying a Critical Discursive Perspective, this study focuses on corporate environmental advertising in order to illuminate their discursive strategies and the process through which corporate green advertising generates and symbolically structures the necessity of green consumption. The comparison of constructive characteristics and constructed meanings of green advertisings identified embody distinction in Western and Chinese cognitive style and process.
Source: Frontiers in Psychology
Authors: Shubo Liu, Xiaoyuan Liu
Institution: Central University of Finance and Economics
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,950
OpenAlex ID: W3087227338