Abstract

Out-of-home advertising has the potential to facilitate informal consumer learning about important societal issues. To test this idea, the authors developed an in-market, 14-month transit advertising campaign to educate commuters about climate change and influence attitudes and beliefs on the issue. A unique brand identity, fully functioning website, Facebook page, and Twitter account were created to increase the legitimacy of the campaign. Study results find that the campaign was successful in changing climate change beliefs, increasing optimism about climate change mitigation, and driving commuters to the website where additional information about climate change could be found. Beyond increasing our understanding of social advertising, the study also broadens our understanding of how out-of-home advertising works to increase brand and ad recognition and influence behavior over time and in a naturalistic environment. Ad design and execution strategies are offered to improve the persuasive impact of both out-of-home advertising and informal education through social advertising campaigns.

摘要

户外广告有可能促进非正式的消费者了解重要的社会问题。为了验证这一想法，作者开发了一项为期 14 个月的市场内公交广告活动，以教育通勤者有关气候变化的知识，并影响对该问题的态度和信念。创建了独特的品牌标识、功能齐全的网站、Facebook 页面和 Twitter 帐户，以提高活动的合法性。研究结果发现，该运动成功地改变了气候变化的信念，增加了对减缓气候变化的乐观情绪，并促使通勤者访问可以找到有关气候变化的更多信息的网站。除了增加我们对社交广告的理解之外，该研究还拓宽了我们对户外广告如何在自然环境中提高品牌和广告认知度以及影响行为的理解。提供广告设计和执行策略，以通过社交广告活动提高户外广告和非正式教育的说服力。