August 17th, 2016 | RESEARCH
In this article it is investigated the relationship between advertising and sustainability by evaluating the perceptions of employees of advertising agencies in the Pan-Amazon region using pre-defined indicators. Seeking to identify the level of environmental practices adopted by advertising agencies toward the goal of building a sustainable society, it was interviewed advertising professionals about whether they saw themselves as contributing to changing consumer society towards a new society based on economic efficiency, social equality and ecological equilibrium. To answer these questions it was used quantitative survey data complemented by qualitative research using in-depth interviews. Results suggest that, from the point of view of advertising professionals, advertising agencies do not have much interest in contributing to a more sustainable society. Moreover, our research showed how the lack of strong ties within advertising trade associations further contribute to the weakness of efforts aimed at this area.
Document
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Team Members
Marcio David Macedo da Silva, Author, Federal University of ParaLigia Terezinha Lopes Simonian, Author, Federal University of Para
Citation
Identifier Type: ISSN
Identifier: 1824-2049
Publication: Journal of Science Communication
Volume: 15
Number: 5
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Tags
Audience: General Public
Discipline: Ecology | forestry | agriculture
Resource Type: Peer-reviewed article | Research Products
Environment Type: Broadcast Media | Media and Technology | Websites | Mobile Apps | Online Media