Emotional Responses to Nature in Advertising and Real Nature

  • Patrick Hartmann
  • Vanessa Apaolaza-Ibanez
Part of the European Advertising Academy book series (EAA)


Research stretching over several decades shows that contact with nature has inherently positive emotional, cognitive and physiological effects on human beings (e.g., Frumkin, 2003; Han, 2009; Hartig et al., 1991; Hartig et al., 2003; Korpela et al., 2001; Ulrich, 1984). Attention restoration theory (Kaplan, 1995) and Ulrich’s (1981) psycho-physiological stress reduction framework proclaim that visual encounters with natural scenes, compared to most urban scenes lacking natural elements such as trees, reduce stress and enhance cognitive functioning.


Emotional Response Natural Scene Real Nature Rocky Desert Advertising Message 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Patrick Hartmann
    • 1
  • Vanessa Apaolaza-Ibanez
    • 2
  1. 1.University of the Basque CountrySpain
  2. 2.University of the Basque CountrySpain

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