Lee Ahern, professor of advertising at Penn State University and Senior Research Fellow at the Arthur W Page Center for Integrity in Public Communication, is author of Evaluating the Ethicality of Green Advertising: Toward an Extended Theoretical Framework (in Talking Green: Exploring Contemporary Issues in Environmental Communications, 2012, Eds. L. Ahern & Denise Bortree, Peter Lang, NY).
October 7, 2014
"Scientific consensus" doesn't work. Use the "ice cream argument" instead and win people over to the right side of the climate debate.
February 11, 2013
Should green messages focus on strong rational arguments, or is it more effective to emphasize under-the-radar emotional appeals?
May 11, 2012
Earth Day is the supreme occasion for positioning what it means to be green. Unfortunately, the rest of the year, NGOs are in a losing battle to define what green means in the minds of consumers.