Perception of the Sustainability of a Product in Advertising Communication Using Archetypes

Student: Ozerskaya Lidiya

Educational Programme: Psychology in Business (Master)

Year of Graduation: 2021

This master thesis defines the perception of the environmental friendliness of a product in advertising communication using archetypes. There are definitions of brand, archetype, ecological positioning, greenwashing. Various examples of advertising communication, which include greenwashing, are considered. With the help of this advertisement, the main environmental archetypes are highlighted that the company uses when communicating with the consumer, broadcasting its environmental positioning. An applied research was carried out, which was based on incentive material, in which there were advertisements for various brands, where the identified environmental archetypes were used. In the course of the study, the features of the perception of environmental

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