“A narrative approach for overcoming the message credibility problem in green advertising” will be presented by Eunjin (Anna) Kim, Ph.D., assistant professor of strategic public relations at the Annenberg School for Communications and Journalism, University of Southern California.

Going green has become central to many companies today, in part because consumers increasingly prefer environmentally-friendly products and services. However, when companies have tried to publicize their green initiatives to consumers, such efforts have encountered much skepticism. Skepticism is particularly heightened when a green initiative requires cooperative behavior from consumers, leading to a fundamental message credibility problem for companies trying to advertise such initiatives. This research aims to address this challenge by examining different approaches for making green advertising more credible. 

This “First in Advertising” Sandage Speaker Series is hosted by the Charles H. Sandage Department of Advertising and sponsored by the James Webb Young Fund.