Catalyzing Awareness on Urban Climate: A Critical Study on Narrative Elements and Reception of Sustainability Advertising
摘要
Urban areas are prone to face the consequences of climate change like “warmer temperatures,” “altered wind,” “urban dryness,” “lower levels of humidity,” “slower wind speed,” “complications occurring due to excessive rainfall,” etc., which sometimes cause massive distress for the residents, forcing the government to take drastic and immediate actions. There are numerous campaigns addressing climate change and projects that aim at sustainability. However, the responses of the Indian citizens are still nascent, leading to negligence in action toward the prevention of climate change. Advertisements play a significant part in generating awareness among people and leading their actions toward sustainability. Thomas Gieryn, in 1999, called sustainability a “boundary term” where the primary concern is to build epistemic communities with shared understanding while sharing common commitments across the nations. The study selects and analyzes a list of audio-visual advertisements to promote sustainability and increase the consciousness of sustainable practices among the audiences. Those advertisements are also exposed to the selected audiences to understand their perception and reactions. The outcome suggests that many brands adopt sustainable advertising to become more relatable. Also, there has been a significant change in the awareness level of the viewers subjected to sustainable advertising.