The Environment Takes a Back Seat: A Content Analysis of Persuasive Appeals in Electric Vehicle Advertisements

Electric vehicles represent a promising path toward reducing transportation-related greenhouse gas emissions, but partisan polarization presents a significant barrier to their widespread adoption in the United States. This study provides a detailed look at the auto industry’s strategies for reframing electric vehicles (EVs) to resonate with mainstream American consumers, and it contributes to scholarly understanding of how sustainable products are framed to politically diverse audiences. Through a comprehensive content analysis, we analyze the persuasive strategies in all available EV video advertisements run in the U.S. from 2018 to 2023. Spanning 263 unique advertisements and 62 vehicle models, our analyses reveal the ways that nature and the environment are used in EV ads. Our data show that 90% of EV ads do not make any reference to sustainability, and 71% do not employ nature in any way. Instead, EV ads tend to emphasize vehicle features and performance, and they portray EVs as a futuristic transportation revolution. We situate these findings within the broader literature on partisan polarization of environmental issues, identity signaling in green consumer behavior, and green marketing strategy. We argue that the near-total absence of sustainability messaging in EV advertising reflects an industry-wide strategy to decouple electric vehicles from environmental identity and reframe them as mainstream consumer products.