THE IMPACT OF DESIGNING PROPOSED ENVIRONMENTAL ADVERTISEMENTS ON THE DEVELOPMENT OF ENVIRONMENTAL RESPONSIBILITY AMONG YOUNG PEOPLE | ||
| Journal of Environmental Science | ||
| Article 2, Volume 50, Issue 9, September 2021, Pages 111-157 PDF (1.5 M) | ||
| Document Type: Review Article | ||
| DOI: 10.21608/jes.2021.203391 | ||
| Authors | ||
| Mohamed Y. A. Kandil1; Reham R. M. Abdel Aal2; Miral S. El-Ashry3 | ||
| 1Post Grad Student, Faculty of Graduate Studies and Environmental Research, Ain Shams University | ||
| 2Faculty of Graduate Studies and Environmental Research, Ain Shams University | ||
| 3Miral S. El-Ashry | ||
| Abstract | ||
| Impact of Designing Proposed Environmental Advertisements on Developing Environmental Responsibility for Youth The researchers prepared a list of the dimensions of environmental responsibility and presented it to arbitrators and reached a final picture of the dimensions of environmental responsibility that must be developed among young people. Environmental advertisements were prepared, taking into considration the form of advertisements، which was represented in the design of an environmental advertisement، a brochure، and an environmental logo. The content of the environmental advertisements and the brochure were determined, and an environmental responsibility scale was prepared. In its final form، the scale consists of three dimensions: Environmental knowledge 15 items, environmental trends 15 items, environmental behavior 15 items The experimental method was used and one research group with a pre and post application of the environmental responsibility scale was used to identify the effectiveness of using environmental advertisements on developing environmental responsibility in young people، The research group reached 100 individuals، their ages ranged between 18 and 35 years، and the study found that the average scores of all respondents on the environmental responsibility scale in the second application increased compared to the first application. In light of this، the researchers recommended that increasing exposure to advertising increases viewership rates and thus has a greater impact on the development of environmental responsibility among viewers in general and on young people in particular، according to the theory of cultural implantation and reliance on television environmental advertising، as it is the most influential means for young people. In addition to using social media platforms. This study aimed to test the impact of advertising content on the level of environmental responsibility among Egyptian youth، by designing an advertising message prepared by the researcher، exposing an intentional sample of Egyptian youth to it، measuring their environmental responsibility before and after exposure to the advertisement، and attributing differences that arise from exposure to The impact of advertising design. Systematically, the study adopted the experimental design that is based on conducting a premeasurement for the respondents in the subject of the study، then applying the experiment to them، and then reapplying the same scale to the same sample، and comparing the respondents' scores on the two applications to determine the size of the effect. The experiment was applied to 100 respondents whose ages range between 18 and 35 years، by applying the scale to them before and after the experiment، and the study reached a high average score for all respondents on the environmental responsibility scale in the second application compared to the first application، in statistical terms. This means that the impact of the designed advertisement on the environmental responsibility of young people is proven | ||
| Keywords | ||
| Key words: Environmental Advertisements; Environmental Responsibility | ||
|
Statistics Article View: 562 PDF Download: 402 |
||
