培育绿色品牌的货币&南非平面杂志广告中绿色品牌和绿色洗涤的表现实践

IF 0.6 Q3 COMMUNICATION Communitas Pub Date : 2020-12-01 DOI:10.18820/24150525/comm.v25.7
A. Van, Niekerk
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引用次数: 1

摘要

为了应对消费者日益增长的担忧,消费者品牌正在优先考虑环保声誉。所谓的绿色消费者正成为包括可持续性、生物降解性、回收和升级循环在内的流行语的目标。南非媒体的平面广告反映了这一趋势。这项研究调动了一种话语分类法来检验这种广告的特定维度。该研究解释了由此推断出的结果,提出了两种类型的绿色广告之间的区别:南非印刷媒体中的绿色品牌和绿色洗涤。
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THE “CURRENCY” OF CULTIVATING A GREEN BRAND: REPRESENTATION PRACTICES FOR GREEN BRANDING AND GREEN WASHING IN PRINT MAGAZINE ADVERTISING IN SOUTH AFRICA
Consumer brands are prioritising pro-environmental reputations in response to growing consumer concern. Socalled green consumers are being targeted with buzzwords including sustainability, biodegradability, recycling and upcycling. Print advertising in South African media reflects this trend. This study mobilises a discursive taxonomy to examine particular dimensions of such advertising. The study interprets the findings thus extrapolated by suggesting a distinction between two types of green advertising: green branding and green washing in South African print media.
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Communitas
Communitas COMMUNICATION-
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