Exploring the Correlations between Green Advertising Creativity and Public Environmental Responses

摘要

We used “divergence + relevance” advertising creativity model and environmental response related models to investigate the correlations between green advertising creativity and environmental attitude as well as behavior, and to find the key elements of green advertising creativity. Four pieces of World Wide Fund for Nature (WWF) advertising were selected as green advertising samples by experts, based on the creativity level. We conducted an experiment with a college student sample (N = 270) in Taiwan by questionnaire. Pearson’s correlation analysis showed that there were significant positive correlations among some WWF advertising. In addition, creativity level had an impact on the correlation results, and divergence was a major indicator of green advertising creativity. We extracted six key elements of green advertising creativity from a typical advertising sample. The key elements were flexibility, artistic value, elaboration, synthesis, meaningfulness, and usefulness. Future work was discussed at the end.