Understanding Green Content Strategies: An Analysis of Environmental Advertising Frames From 1990 to 2010

This content analysis examined the characteristics of environmental advertisements (N = 449) published in Newsweek, Time, and U.S. News and World Report in 1990, 2000, and 2010. Findings revealed that responsibility frames were dominant as the strategy used in environmental advertisements over time. The species/habitat protection issue was the dominant issue in 1990, and energy efficiency was the prevalent issue in 2000 and 2010. Advertisements primarily were sponsored by for-profit organizations and had a positive valence over time. Results have implications for future strategic environmental communication research exploring media content and effects, public opinion and persuasion, and policy implications.