How Green Advertising Works:When creating environmentally focused marketing campaigns, the strategies are similar to new product reviews. Target markets and consumer priorities are very different between those who care about the environment and those who do not. In order to motivate consumers to care about the environment, companies use the affective approach and highlight beautiful environments and use breathtaking images to create emotional connections between a product and the environment. Another approach is to educate consumers using statistics to exploit their cognitive sensitivities to convince the public that a product makes a difference. The effectiveness of both strategies depends on the product being advertised, the brand story, and the adequacy of the support. For affective marketing, focusing on consumer emotions creates strong and persistent attitudes over time. Consumers tend to adopt brands that have similar levels of emotional investment in a particular cause. In the case of green products, consumers would choose a company with a similar level of investment in the environment. Advertisements such as Ford's "eco boost technology", with very little description of what this technology is, serve as a subtle phrase to increase emotional response and blame towards the brand and the environment (Hoyer, 2013 ). To appeal to the cognitive reasoning of the consumer, companies use facts and figures relating to emissions, impact on the planet and emphasize characteristics such as biodegradability. The cognitive approach appeals to the consumer's sensitivity and is effective for high-effort products such as automobiles and household appliances. Outside organizations such as EPA, Energy...... middle of paper ......Learning, 2013. Print. Mishra, P. and Sharma, P. (2012). Green marketing: challenges and opportunities for businesses. Journal of Marketing and Communications, 8(1), 35-41. Print.Murali, RR and Kumudhini, RR (2013). ECO-MARKETING & ECO-LABELING: A STUDY ON CONSUMER AWARENESS OF ECO-FRIENDLY PRODUCTS IN CHENNAI. Indian Streams Research Journal, 3(7), 1-7.Ondrey, G. (2008, April). Go green, but be realistic. Chemical Engineering. p. 5. Print. Ottman, JA, Stafford, ER, & Hartman, CL (2006). AVOID GREEN MARKETING MYOPIA. (Cover story). Environment, 48(5), 22-36. Print.Todd, A. (2004). THE AESTHETIC TURN IN GREEN MARKETING. Ethics and Environment, 9(2), 86-102. Weng, M., Ting, D., Sim, C., Hew, K. and Cheong, K. (2013). Understand the influence of green marketing strategies on consumer perception and decision-making. Journal of Business Research, 13(2). Print.