Greening Energy Marketing

1543 Words6 Pages
Images of pristine lakes, lush forests and unspoiled natural regions do not necessarily elicit thoughts of oil extraction, clear-cutting or the damming of rivers for the production of energy and commodities. Nevertheless, corporations often draw from symbolically rich environmental imagery and fasten it to advertising campaigns in an attempt to bolster a socially conscious image. In this process of “greenwashing”, corporations' reputations and products are intimately linked to promotional culture by attempting to represent itself as sustainable, progressive, and trustworthy in the public eye while ignoring the implications of unethical production and excessive consumption. This paper will evaluate how and why environmental imagery and rhetoric is appropriated by commercial interests, examine the implications of individuated, market-oriented and parodic discourse, and address the lack of substantive actions of these claim. Based on this research, this paper argues that under promotional culture, the appropriation of environmental responsibility rhetoric and imagery sterilizes environmental politics. The commercial uses of environmental politics is intimately connected to promotional culture. Wernick (1991) identifies promotion as a phenomenon that moves beyond advertising to sell a corporate image or a commodity. In his seminal work, he argues that promotional culture signals a shift towards an intensification of cultural commodification. Promotional logic, he states, is
Open Document