CIGARETTES TO SOAPS LEARNING HOW TO MARKET CLEAN ENERGY TO PRIME TIME

摘要

Media is a powerful and pervasive force in American society. Numerous examples, from cigarettes to soap operas have shown how the power of the media can be used to change lifestyles; important lessons for the solar industry. The authors show how movies associated beauty and fashion with a smoking lifestyle and shaped behavior to adopt these products. Soap operas were an evolution of this in radio and television, where household cleaning manufacturers provided direct support of programming. This approach to product marketing is a long-term venture, but progress is seen in consumer awareness, first, followed by wider adoption of the products. The Authors produced the television program This Renewable House. Lessons from this program and a template for utilizing the mass media are presented that pave the path toward a wider, mainstream consumer base for the solar industry. Video clips are included in this educational, thought provoking and entertaining presentation.