Environment Advertising: and its Importance to the Culture of Climate Change
Loading...
Date
2016-02
Authors
Kelley, Ethyn
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
The nature of advertising requires it to be a constant perpetuation of cultural
ideals, flexible enough to frequently change to anticipate and capitalize on the needs
and wants of a society. Increasingly, advertising is inescapable. It has leapt from the
two dimensional frames of newspapers, and evolved to the point of tracking our internet
usage. Consumers adapt to new forms of advertising and have also learned to have
some control over the brands in their lives. This has caused brands to advance the ways
in which they interact with and appeal to consumers, attempting to avoid negative
criticism and offer more to customers who are dedicated to brands. The evolution of this
balance of power between consumers and brands has created a dense and complicated
set of marketing practices designed to cut through media that is already saturated with
advertising.
A popular way for brands to mean more to their consumers and add value to
their products is by advertising the positive environmental value of their brand and its
products. While some companies are truly interested in minimizing their impact on the environment, many are more willing to simply appear to be making a difference. This
type of false environmental advertising is known as greenwashing, and often involves
claims about products that are difficult to measure and verify, and equally difficult to
litigate over if they are found to be dishonest. Additionally, these environmentally
oriented practices used to add emotional brand value have combined and affected more
scientific methods of measuring the environmental impact of products, creating
confusion for consumers and corporations in dealing with limiting their impacts on the
environment.
Description
79 pages. A thesis presented to the Department of Journalism and Communication Studies and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2016.
Keywords
Advertising, Journalism, Environment, Greenwashing, Corporation, Distension, Climate