Key trends in environmental advertising across 30 years in National Geographic magazine

Lee Ahern, Denise Sevick Bortree, Alexandra Nutter Smith

Research output: Contribution to journalArticle

10 Scopus citations


This longitudinal retrospective case study describes the sponsors, ad types, frames and message factors in green advertising over three decades in National Geographic magazine, the bellwether nature publication in the USA. In addition to providing a clearer picture of the extent and nature of environmental strategic messaging over three decades, results provide empirical support for theoretical relationships between the level of green advertising and economic indicators. After providing historical and theoretical context, detailed results are presented for both overall and longitudinal analysis. Limitations and implications for future research are discussed.

Original languageEnglish (US)
Pages (from-to)479-494
Number of pages16
JournalPublic Understanding of Science
Issue number4
Publication statusPublished - Apr 30 2013


All Science Journal Classification (ASJC) codes

  • Communication
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)

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