Investigation and Reflection of the Development of Green Advertising in Chinese Automobile Industry

Based on the Analytical Framework of Green Advertising developed by the U.S. scholar IYER etc. (1992), we made a content analysis on 564 non-repeated green ads published between January 2000 and June 2009 in 7 representative magazines and 8 representative newspapers in China. Results suggest that green advertising in China's auto industry increased year by year. The green advertising strategies are quite different between state-owned and foreign enterprises. The thesis put forward relevant suggestions accordingly.