Year: 2020
Type: dissertation
Abstract: The aim of the thesis was to map and better understand climate change from the point of view of the advertising industry, as well as to increase the understanding of the responsibility of the industry regarding the climate-issues. Additionally, the aim was to understand the future of the industry and find climate-friendly ways to work. The form of the thesis was research-based with aspects of qualitative research and research-oriented development. Basic methods of job design were also applied. \n \nThe theoretical framework of the thesis was split into five sections. The theoretical framework covered the history and current state of the advertising industry, climate change, the connection between the advertising industry and climate change as well as the connection between climate change and consuming, and work design. \n \nAs a part of the thesis, a qualitative research was executed. The aim of this research was to find solutions and confirm the issues found in the theoretical framework. The research covered the mistakes currently made in advertising industry regarding climate change and the required change; Pro Bono work; the required change in advertising methods and ideologies; the effect climate change has on the industry; the future objectives; required steps on the path to the future, and the ways everyone working in the industry can participate in the climate work. \n \nThe research produced information about the key issues in the industry and the required change, as well as practical ways on how everyone working in advertising can design in the industry through their own work. \n \nAs the end-result of the thesis, practical guidelines to further climate-friendly advertising in the industry were created for both business owners and leader, as well as for every individual working in the industry.
Source: Theseus (Ammattikorkeakoulujen)
Author: Jannika Salminen
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Climate action
Open Access status: green
OpenAlex ID: W3094821164