Watch the ads, Save the Earth, Does it work?

What do you think about global warming? Do you make any special effort to help curb this phenomena? With Earth Day just over and Earth hour happening a month ago, it seems that global warming is becoming a big issue. In CNN.com news website, it was reported that many countries took part in Earth hour by switching off their lights. When you go to the supermarkets nowadays, incentive in the form of discounts are given when you bring your own bags. Some places require you to purchase plastic bags to lessen the usage.

Different people might have different attitudes towards such movements. A person with a positive attitude towards such movements and when their subjective norm support this behavior will most probably engage in ways to help. Subjective norms are individuals’ feelings of social pressure to perform or not to perform an action. They are based on the person beliefs that others want or do not want them to perform the action. Therefore, when a person feels that the people around him or her would want them to have a part in curbing this phenomena, they become more likely to engage in behaviors like saving electricity and bringing their own bags.

However, not everyone has similar attitude. Some people see it as a marketing gimmick used by supermarkets, a trend, a big fuss, thinking that it’s all a hoax, or impossible to happen. So how can their attitude be changed?

Advertisements have been created to persuade people. Using the elaboration likelihood model, it can be seen that both advertisements via the central and peripheral route to persuasion have been created.

An example of an advertisement via the peripheral route is this

It doesn’t provide much information and seems to be using the peripheral route to persuasion as it invokes humor and may condition the person watching it to feel good about it. Besides, it doesn’t require much cognitive elements. However, for people who rely on information, this advertisement might not work for them.

An example of an advertisement via the central route to persuasion is this

It provides information about how one can help save energy. With all the information, people can rationalize if changing their attitude to save energy is beneficial or not.

Of course, having people to change attitude isn’t that easy as there are a lot of other factors present. So have the advertisements worked for you?