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esources, green advertising started to emerge as a growing field in the 1970s. In 1974, the publication of Marketing and the Ecological Crisis written by George Frisk marked the arrival of green marketing and green advertising research. From 1975 to 1979, there were a series of workshops relating to Ecological Marketing for the purposes of  providing new solutions to the emerging environmental issues (Hu & Zeng, 2008). Since then, green advertising has not been well-established. 

Green advertising is based on the concept of green products and green consumption. It also promotes the concept of green consumption for ecological protection (Zinkhan & Carlson,1995). According to Gheorghiu, Vidrascu, and Niculescu (2013), green advertising emphasizes the developing interest in environmental issues to consumers based on real-life environmental needs. By doing so, businesses echo the consumers’ sense of responsibility for environmentally friendly consumption. Meanwhile, companies help to build environmental awareness among the public (Grillo et al., 2008; Easterling et al., 1996). Thus, green advertising assists corporations to build an environmental public image and the eco-friendly characteristics of their products (Leonidou et al., 2011). Banerjee, Gulas, and Iyer suggest that green advertising explicitly or implicitly declares the relationship between products or services and the biophysical impacts on the environment; also, it advocates for a green lifestyle; this approach illustrates a need for a new responsibility, in which the public corporate image demonstrates a reformed relationship with the environment (1995). Banerjee’s definition has been approved and quoted in many other research papers. This broad definition of green advertising is also adopted in this paper. Therefore, any commercials that adhere to the requirements above can be qualified as green advertising. 

CHAPTER 3    THEORETICAL FRAMEWORK ................................ 12

3.1 Intersemiotic complementarity theory .................................. 12

3.2 Arne Naess’s deep ecological theory.............................. 14

3.3 Theoretical framework of the present study ........................ 16

CHAPTER 4    METHODOLOGY .............................. 19

4.1 Research questions .......................... 19

4.2 Research methods ......................... 19

4.3 Sample sources ............................. 20

CHAPTER 5    RESULTS AND DISCUSSION ......................... 24

5.1 Ideational intersemiotic complementarity of IKEA green advertisements ..................... 24

5.1.1 Ideational intersemiotic complementarity relations in identification ........................ 24

5.1.2 Ideational intersemiotic complementarity relations in attributes ........................... 31

CHAPTER 5  RESULTS AND DISCUSSION

5.1 Ideational intersemiotic complementarity of IKEA green advertisements

5.1.1 Ideational intersemiotic complementarity relations in identification

The first step in examining the ideational intersemiotic complementarity of advertisements involves deriving the Visual Message Elemen本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。