Abstract
Recent green advertising research has focused on the effectiveness of different advertising claims and people’s interactions with the environment or environmental concerns, indicating the significant role of visual appeals in influencing people’s environmental attitudes. However, surprisingly, only a limited amount of research has addressed the effect of lettering case in green advertising on people’s perceptions and their consequent environmental concerns. This study tries to fill in this research gap by showing that uppercase (vs. lowercase) advertising taglines on environmental threats could improve people’s fear arousal, advertising congruence, environmental concern and the mediating role of fear arousal and congruence in this process. The managerial implications and limitations are also discussed in this study.
Highlights
Faced with increasing levels of environmental problems, such as animal extinction, ocean pollution, climate change, and air pollution, people tend to pay more and more attention to concerns relating to environmental issues [1,2]
Tests for H1a and H2a, one-way ANOVA and post-hoc Tukey HSD were performed with lettering case as the independent variable, and fear arousal, congruence, and environmental concern as the dependent variables
According to the results of the ANOVA, we found a significant difference in fear arousal and congruence among these three scenarios (fear arousal: F(2, 241) = 6.228, p < 0.05; congruence: F(2, 241) = 9.220, p < 0.05; see Tables 2 & 3 and Figures 3 & 4)
Summary
Faced with increasing levels of environmental problems, such as animal extinction, ocean pollution, climate change, and air pollution, people tend to pay more and more attention to concerns relating to environmental issues [1,2]. The WWF used the almost all lowercase tagline “Each year, plastic pollution kills more than 100,000 marine creatures” in its marine creature protection adverting, while in its environmental protection advertising, it used the all uppercase tagline ‘DON’T LET GARBAGE REPLACE WILDLIFE’ [4]. In this case, we might wonder whether the lettering case has an impact on people’s perceptions, reactions and consequent environmental concerns
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