Abstract

The study which this manuscript describes involved a content analysis of television advertisements appearing in 1979 and 1989. Advertisements appearing during each of the two years were classified as to whether they embraced ecology (physical environment) themes, by subject area, by size of firm, and by industry. Several important conclusions relating to the subject matter of the study were drawn. These were that television advertisers sponsor only a moderate number of ecologically responsible commercials, some of the advertisers' sponsorship may be traced to altruistic goals, the percentage of commercials with ecology themes has increased slightly from 1979 to 1989, and some changes in the topical areas that the advertisements feature have taken place. Also larger enterprises and firms in the manufacturing, retailing, and financial institution sectors sponsored relatively large numbers of ecologically responsible advertisements.