Post 2: Chapter 4 #7

Green advertising involves positive reinforcement through the process of operant conditioning. Operant conditioning is defined as "the individual must actively operate on an aspect of the environment in order for learning to occur" (Belch 130). This process can be developed through the messages each "green" advertisement sends, where the consumer must act on an aspect within the environment in order for learning to sink in and develop the consumer's thinking and future purchase behavior.

In the examples below, green advertising showcases a company that promotes saving the environment, organizations that support the environment by showing the negative impacts of what humans do to it, or simplified versions of what the "environment" means to the average consumer.

Examples of green advertising include:

A Downtown Pittsburgh PNC branch focuses on a green initiative idea by creating a garden wall with its brand name grown on the bottom (http://www.oberholtzer-creative.com/visualculture/).

The World Wildlife Fund encourages consumers to volunteer to their organization by showing the future of a "dying" environment in the visual form of pair of lungs (http://www.urbanlol.com/wp-content/uploads/2013/08/funny-advertising-ideas-13.jpg). 

A poster advertising global warming's effects on the world (http://blog.uprinting.com/wp-content/uploads/2010/03/environmental-awareness-posters-01.png).