Journal of Mass Communication & Journalism

Rucha Dande

Publications

• Research Article
  The Rise of Green Advertising
  Author(s): Rucha DandeRucha Dande
  
  The last decade (2000) has witnessed an influx of green brands in the market due to consumer demand thus, permitting green marketing to emerge into a multidimensional strategic tactical process. Since consumers will always have environmental concerns there will be parallel rise in environmental advertising accompanying increased consumer interest in the environment. The purpose of the study was to establish that there is a difference over a time period in advertisements representation of the environment and then to identify how this difference in representation has been constructed. The study was conducted based on the 7 step methodology. It ranged from selection of medium, year and magazine, data collection and analysis, preparation of timeline and conclusion. To study the change in the contents of green ads 1 National Geographic magazine (print medium) was selected from 1960 to 2010.. Read More»
  DOI: 10.4172/2165-7912.1000133

  Abstract PDF