Greening Energy Marketing

Like mentioned in the reading, “The depiction of nature in advertising disconnects and estranges us from what is valued, and we attempt to reconnect through products, creating a circular consumption.” Moreover, the media is the

As defined in Samson and Daft (2012, p. 157) ethics is the code of moral principles and values that governs the behavior of a person or a group with respect to what is right or wrong. In today’s society when we are all environmentally conscious about the products that we buy and what the impact it has on the environment there has been a demand for green products which becoming growing problem in today’s current market place. Green washing as defined in business studies in action is the practice of making a misleading or deceptive claim about the environmental benefits of a product, business practice or technology in order to present a positive public image and according to a New York biologist Jay Westerveld and environmentalist, the term green washing in a 1986 essay organizations spend more time and money advertising that they are green than on actually putting into place environmentally friendly practices. The term green washing is now used to refer to all industries that adopt green acts with the sole purpose is to increase profits.

Greenwashing is the practice of promoting environmentally friendly programs and products to draw away attention from an organization’s who is unfriendly environmentally. Large companies often use this art form to sell products to consumers. In most cases the companies try and target customers who are more environmentally cautious when purchasing certain products. The idea first originated in the late 1980’s (Dash and Routray). The purpose of its origination came from the growing interest in environmentally friendly and sustainable products from consumers. Greenwashing is a widely known and used concept by companies to deceive and trick consumers into purchasing their products that they claim are healthy, safe, and ecofriendly. However, as consumers, we strive to buy better options for the environment, but large companies use this to benefit and make more money. This strive can also result in measures humans can take to protect themselves from these dangerous manipulations. Companies are constantly manipulating the minds and beliefs of the human population and falsely advertising their “ecofriendly” products to make them more beneficial for the environment. However, in some cases greenwashing can be used for benefitting certain companies. Greenwashing can be stopped, but to do this people need to understand the dangers associated with it and they need to ban together to make a change. This change can mean that people are demanding that there are higher restrictions on the

When analyzing images for visual rhetoric, it is an important step to note first impressions that one gets from an image. Understanding the context of this image is crucial to analyzing which types of stakeholders would utilize these visually rhetorical strategies. Examples that come to mind include: ecosystem preservations organizations, entertainment companies that use animals and carry a message of conservation (e.g. SeaWorld). A more cynical mind might consider an oil company to use these visual strategies in order to convince the masses that their drilling for oil actually is environmentally conscious, regardless of how accurate that claim may be. Taking into consideration the calming green and blue hues as well as the inspiring “mission

According to Gino Van Ossel (2012) " Today, leading companies in the world and Turkey have begun to change their production and marketing strategies accordingly, as environmental awareness becomes more important.” Green marketing predicts that it will include green qualities from product packaging to the stage where it becomes waste after its final use, and for this purpose, consumers give priority to informative signs and explanations in the product or service presentation phase.

The modern advertisements for the companies, that pollutes the ecosystem, are created to greenwash the public images for the organization. Most of the big manufactures spends much bigger amount of money and time on its commercials to pretend to be clean or green other than actually developing the business to minimize the environmental imapct. In 2010, one of the popular gasoline company Chevron launched a campaign: 'We Agree," that represents that Chevron agrees and cares about the pollutions around the world. One of the images, that Chevron used, states "Oil Comapnies Should Fix The Problems They Create" with a picture of nature filled with the sludge from the gas companies and there is "We Agree" printed under the statement. This advertising angered some audience because many people believed that the Chevron was only pretending to care and the people changed the slogan to "Oil Comapnies Stop Pretending They Care," and made a "Chevwrong" nickname. For another example, there are many bottled water companies that produce a large amount of the plastic bottles.

In addition to the Seven Sins of greenwashing, another advertising method within the corporate green campaign is the usage of color, images of nature and branding. According to Meister and Japp, “Using nature merely as a back drop – whether in the form of wild animals, mountain vistas, or sparkling rivers—is the most common use of the natural world in advertisements” (142). Soft, natural colors, such as greens, browns, blues, and yellows are used to relax the consumer’s mind. They are pleasing to the eye. Use of plants, flowers, and landscapes are also used on advertisements and on product packaging. This can deceive the consumer’s perceived representation of the product.

The rise of environment-related commercials is currently at its peak and is one of the most discussed phenomena even in the upcoming presidential campaigns in the United States. Most of these adverts use a concept called shock advertising in order to capture the attention of the audience and evoke a response from them. It uses blunt slogans and graphic images to break the monotony of ordinary adverts. Violating social norms creates a buzz and captures the audience’s attention. The concept targets social issues that people avoid talking about in common situations. Some of them target certain behavior that people are adamant to change. Using fear, nudity, and shock to pass a message is highly efficient and makes a high impact on the audience

You pick up your new monthís edition of Time magazine from the breakfast table, and begin flipping through the pages. Before you get a chance to read the article on the next war, you come across an advertisement of Marlboro cigarettes; however, you see no cigarettes in the ad, just a picture of a beautiful sunset over a desert-cross. Advertisements such as these are viewed everywhere, where nature is the object being sold. Each nature representation is always selling different messages, making the real product more convincing to buy for the consumers.

In this day and age companies have mastered the technique of misleading customers by fabricating false claims about a green product or service that they swear to provide. This insincere display of information is called ‘Greenwashing’, a spin-off of ‘Whitewashing’. Greenwashing could be said to be a global phenomenon and it’s commonly seen in advertisements, on products packing, websites, emails, speeches, and videos (just to name a few). Greenwashing is a thought out process, a planned and typically well designed campaign. There is a wide range of reasons why companies are eager to partake in greenwashing; divert attention for regulatory change, to persuade critics or consumers, expand the company's

A key point which is continuously brought up within each article is that environmental consumerism is becoming more and more prevalent in today’s society (Mazar and Zhong, 2009). Although there

In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long

Sometimes the most important thing in advertising is not the first thing that is what we are selling to you. Sometimes you have to interpret the images and arrive intelligently at the conclusion of the announcement. What is being sold and why? Maybe there are effective advertisements where for example a provocative hamburger makes us hungry and the first thing we want is to stop and buy one. In this case, taking an environmental point of view to a product that is totally digital is an art.

You are required to review the case study given by your trainer/assessor on ‘Green Power Marketing Plan’ and devise and document your responses on the following points:

Identify new metrics which are cost effective while retaining existing ones and seek approval from senior management for redesigning the strategy.