Pro-environmental Advertising Strategies of Greatest Impact Among College Audiences

Authors

DOI:

https://doi.org/10.33732/ixc/13/01Proenv

Keywords:

narrativas, publicidad, sensibilización, medioambiente, jóvenes

Abstract

The aim of this study is to know the opinion of undergraduate students (N=296) on the most impactful advertising strategies to design future environmental awareness campaigns. The methodology is empirical, non-experimental, descriptive, exploratory and analytical. It focuses on examining the opinion of respondents about the preferred communication channels used to transmit pro-environmental messages, the audio-visual formats that draw their attention, the most persuasive narrative, the most impactful messages, and the people they find most credible for pro-environmental campaigning. The findings show that young audiences prioritize social media; real images; informative and testimonial narratives; catastrophic, hopeful and inspirational messages; and nature is the main protagonist of stories. In conclusion, these campaigns should take advantage of the potential of social networks and select the most suitable advertising strategies to ensure their impact and encourage change towards eco-sustainable actions.

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Author Biographies

M. Esther Del Moral Pérez, Universidad de Oviedo

Catedrática de Universidad. Imparte TIC aplicadas a la Educación. Facultad de Formación del Profesorado y Educación. Universidad de Oviedo (España). Cuenta con 4 sexenios de investigación. Coordina el Grupo de Investigación TECN@: Tecnología y Aprendizaje. Investigadora principal de Proyectos competitivos, autora de artículos de impacto en revistas prestigiosas. Áreas de Investigación: medios de comunicación, alfabetización digital, TV e infancia, videojuegos, redes sociales, realidad aumentada, aplicaciones digitales, gamificación, educación en el ámbito rural, etc. Realizó estancias de investigación en: Calgary (Canadá), Poitiers (Francia), Friburgo (Alemania), ITD Génova (Italia). Impartió cursos en universidades iberoamericanas (Chile, México y Perú).

M. Carmen Bellver Moreno, Universidad de Valencia

Profesora Contratada Doctora. Universidad de Valencia (España). María del Carmen Bellver Moreno. Contratado Doctor. Facultad de Filosofía y Ciencias de la Educación.Universidad de Valencia (España). Líneas de investigación: creatividad, redes sociales y TIC y educación, adolescencia y juventud. Cuenta con 1 sexenio de investigación. Ha realizado estancias de investigación y docencia en Québec (Canadá), Florencia (Italia) y Sántarem (Portugal). Ha participado como investigadora en proyectos competitivos y en publicaciones de impacto.

Nerea López-Bouzas, Universidad de Oviedo

Estudiante de Doctorado en Educación y Psicología con una Beca de Formación del Profesorado Universitario (FPU). Maestra de Educación Infantil y Máster Universitario en Investigación e Innovación en Educación Infantil y Primaria. Colabora con el Departamento de Ciencias de la Educación y es miembro del grupo de investigación TECN@: Tecnología y Aprendizaje de la Universidad de Oviedo. Sus líneas de investigación se centran en la integración de recursos tecnológicos en el proceso de enseñanza-aprendizaje, educación inclusiva, aplicaciones digitales, realidad aumentada, gamificación, análisis de narrativas audiovisuales, etc.

Jonathan Castañeda Fernández, Universidad de Oviedo

Profesor de la Universidad de Oviedo adscrito al área de Métodos de Investigación y Diagnóstico en Educación (MIDE). Licenciado en Pedagogía (obteniendo el Premio Nacional de Terminación de Estudios Universitarios) y Doctorado con mención internacional por la Universidad de Oviedo, logrado gracias a una beca de Formación de Profesorado Universitario (FPU) y una estancia de investigación predoctoral en la Universidade Lusiada de Lisboa. A nivel docente ha impartido asignaturas prioritariamente vinculadas a la investigación y la evaluación educativa. Y a nivel investigador ha participado en diversos proyectos (líneas: evaluación de actividades formativas, enfoques de aprendizaje, ecosistemas para construir ciudadanía global, etc.) y en la actualidad forma parte del grupo de investigación “TECN@: Tecnología y Aprendizaje” de la Universidad de Oviedo.

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Published

2023-01-14

How to Cite

Del Moral Pérez, M. E., Bellver Moreno, M. C., López-Bouzas, N., & Castañeda Fernández, J. (2023). Pro-environmental Advertising Strategies of Greatest Impact Among College Audiences. index.Comunicación, 13(1), 223–246. https://doi.org/10.33732/ixc/13/01Proenv

Issue

Vol. 13 No. 1 (2023): Science, its Academic Communication and its Dissemination to Broad Audiences: a Multi-Dimensional Phenomenon

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Miscelánea

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