6507096[1].pdf (641.25 kB)
Discourses of nature in advertising
journal contribution
posted on 2007-11-03, 15:20 authored by Anders HansenStudies focused on advertising conducted from the early to mid-1990s suggested
a considerable surge in the inclusion of environmental appeals in
advertising; i. e., they provided evidence for a ‘greening’ of marketing to
match the increase in media news coverage and public concern about environmental
issues that characterized the late 1980s and early 1990s. Drawing
on a range of media studies, and on an analysis of British television
advertisements, this study shows that, while explicit environmental appeals
and green marketing as such are now comparatively rare, nature imagery
and appeals to the ‘natural’ are prominently deployed. It is argued that
advertising, in this respect, makes an important contribution to ongoing
public definitions of the environment, consumption, and environmental
categories. Tracing the discourses of nature uncovered in a number of
studies, an attempt is made to 1) examine how these change over time and
2) to explore how television advertising articulates and reworks deepseated
cultural categories and understandings of nature, the natural, and
the environment, and, in doing so, communicates important boundaries and
public definitions of appropriate consumption and ‘uses’ of the natural environment
History
Citation
Communications: European Journal of Communication Research, 2002, 27 (4), pp.499-511Version
- VoR (Version of Record)