The paper "Analysis of Chevron’ s Green Wash Ad Drive" is a good example of a marketing case study. Advertising trends have evolved dramatically over the decades and the message address system as well as how advertisements are executed have changed over the years from simple and blatant direct address methods such as product information to more subtle strategies such as product image; personalized and lifestyle modes. A new more subtle strategy is identified by Goldman's (1992) as prevalent in the USA which he refers to as “ no-ad” strategy. The media options have also changed dramatically over the decades and (Belch & Belch, 2004) marketers use different mediums and a different mix of them within their integrated marketing communication strategies.
Advertising including broadcast media such as the TV and radio as well as print media including magazines & newspapers still takes the forefront of the advertising mediums but other forms as direct marketing and sales promotions are also used innovatively. There is also the billboards and outdoor signage. The execution, addressing strategy and many other elements of an advertising message may need to vary as per each medium.
On the other hand, all these modes may be utilized in a totally integrated marketing communication (IMC) campaign which delivers a bundle of a message to the targeted audience. This paper analyses the “ Will you join us? ” and “ True Cost of Chevron” campaigns of Chevron, the global petrochemical giant in terms of various elements as placement, strategy, ad design, target audience etc. Advertisement Overview With the increasing public criticism of the environmental damage caused by various human activities, the call for “ green actions” is being upheld by many industries ranging from automobile manufacturers to canned fish manufacturers.
But in the hot seat are the big oil giants such as Chevron and BP that continue to drill for oil to meet the market demand and maximize their profits. While it’ s true that environmental preservation is a joint responsibility of the oil companies and the consumer public, the bulk of the blame is on the oil companies than the consumers. Chevrons’ “ Will you Join us” and “ True Cost of Chevron” are two shocking advertising strategies which aim to change the public’ s perception of oil companies and bring the environmental responsibility on to the shoulders of consumers. The “ Will you join us? ” ad campaign of Chevron has been running for a few years now and rang a series of ads in both print and Television mediums which features different people in “ making firm, declarative commitments to reducing their own oil dependence: ” The main textual messages ranged from “ I will leave the car at home more. ” “ I will finally get a programmable thermostat. ” “ I will replace 3 light bulbs with CFLs. ” Figure 1 below presents one ad from the “ will you join us? ” campaign Figure 2 below presents another from the “ True Cost of Chevron” campaign which is closely aligned with the same concept of initial ad campaign but bringing a global perspective instead of only a US perspective. Analysis of Advertisement Tolsen (1996) suggested a number of key elements within which an ad can be analyzed, with the main focus of ad design, the ad placement, targeted audience, strategies and mode of address.
Fowles (1996) also proposed a useful framework for assessing advertisements which includes a more comprehensive list of elements than that of Tolsons.
While the paper does not aim to discuss the Chevron advertisement as per all the dimensions proposed by Fowels, or Tolesens, the following provides a brief analysis through a combination of dimensions these advertisement evaluation frameworks propose.
Tolson, A. (1996), text and discourse in media studies. London: Arnold
Fowles, J. (1996) Advertising and popular culture. Thousand Oaks, Calif: Sage Publications
Geoff Jennings, G. Spring 2007 “Green Washing What is it, how to spot it, and does it work?” Seminar on Sustainable and Responsible Business GSM - Graduate School of Management - University of California, Davis Prof. Richard Dorf. Retrieved from:
Belch, G. E. & Belch, M. A. 2004, Advertising & Promotion: An Integrated Marketing communication perspective, Irwin, Illinois.
“True cost of Chevron” (2010) Download Ads. Retrieved from http://truecostofchevron.com/
Chevron’s Greenwashing –ad campaign (2009) Matadore network. Retrieved from