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    Content analysis of "green" claims in advertisements
    (2012) Gurbuz E.; Akin M.; Karabag O.
    Rising world population, more consumption tendency and increasing wastes which provoke ecological pollution and decreasing renewability of natural energy resources bring the fact that firms must revise their marketing strategies and they must develop eco-friendly products and marketing methods in order to satisfy the needs of "Green" trend. From the point of view if the firms use the "green" message content in their advertisements, the main problem of this study is advertisements' sensitiveness about these issues. The main purpose of this study is to analyze the green claims of their advertisements. According to this purpose, 162 advertisement videos were watched and content analysis was performed. Environment protection sensitivity and green claims were found at just 2 ads' content. Nowadays environment protection awareness gains more importance, but there is not enough green claims at advertisement content. It is an inadequacy for creating social awareness and social responsibility and it is also negative for firm images. Because of these reasons, it is tried to offer solutions for business owners. © EuroJournals Publishing, Inc. 2012.