Content analysis of environmental advertising : terminology and brand image, 2009

Item — Call Number: MU Thesis Dru

Identifier: b2825583

Staff Only

Scope and Contents

From the Collection:

The collection consists of theses written by students enrolled in the Monmouth University graduate Communication program. The holdings are bound print documents that were submitted in partial fulfillment of requirements for the Master of Arts degree.

Dates

Creation: 2009

Creator

Drucker, Judith L. (Author, Person)
Novek, Eleanor (Thesis advisor, Person)

Conditions Governing Access

The collection is open for research use. Access is by appointment only.

Access to the collection is confined to the Monmouth University Library and is subject to patron policies approved by the Monmouth University Library.

Collection holdings may not be borrowed through interlibrary loan.

Research appointments are scheduled by the Monmouth University Library Archives Collections Manager (723-923-4526). A minimum of three days advance notice is required to arrange a research appointment for access to the collection.

Patrons must complete a Researcher Registration Form and provide appropriate identification to gain access to the collection holdings. Copies of these documents will be kept on file at the Monmouth University Library.

Extent

1 Items (print book) : 41 pages ; 8.5 x 11.0 inches (28 cm).

Language of Materials

English

Additional Description

Introduction [excerpt]

Magazine advertising has been and remains a classic medium for companies to deliver their product messages. Although our lives have been permeated by technology, currrent statistics from MRI Fall Studies (2003 and 2007) reveal that 85% of adults continue to read magazines. It is in the pages of these magazines that companies work to promote their brand and establish identities with their targeted audience. Therefore, a content analysis of current corporate print advertisements was used for this research.

This research is an important analysis of the current state of environmental corporate advertising. It will provide a baseline for which other studies may expand upon. There is currently very limited data to illuminate the environmental terminology used by corporate advertisers, past or present. This study will provide a reflection of the rhetoric and typology of environmental terms used to determine how companies are framing their environmental messages. This study also provides a unique, post green washing reflection on advertising using environmental messages in 2008-2009.