Lee Ahern
Penn State University
Lee Ahern, professor of advertising at Penn State University and Senior Research Fellow at the Arthur W Page Center for Integrity in Public Communication, is author of Evaluating the Ethicality of Green Advertising: Toward an Extended Theoretical Framework (in Talking Green: Exploring Contemporary Issues in Environmental Communications, 2012, Eds. L. Ahern & Denise Bortree, Peter Lang, NY).
Who cares if 97 percent of scientists agree on climate change?
"Scientific consensus" doesn't work. Use the "ice cream argument" instead and win people over to the right side of the climate debate. Read More
Why emotion beats reason in green marketing
Should green messages focus on strong rational arguments, or is it more effective to emphasize under-the-radar emotional appeals? Read More