Cmns 110 November 29, 2011
“Illusion” of green marketing/green consumerism
1. Advocacy; advocate on behalf of environmental causes
(Ie. Advocating recycling)
2. Corporations push an environmental agenda
(Ie. Marketing products/being “certified” by some organization/environmental
Corporations see green marketing as a great marketing opportunity; it’s “in”, “popular”
Hypocritical? Offensive? Parodying environmentalism?
How would green marketing work?
• Evacuation of nature; values are taken out
• Rather, we get representations of nature in advertising mythology (of balance and
• Presenting nature as an ideal rather than how it really is; making associations
• Associating their product to the advertising mythology (Ie. Purity, natural, etc.)
• The concept of nature has erratically changed; “nature is everything that is pure and
• Making the language self-explanatory (Ie. “natural”, “organic”) – semiotic
• Nature = “the good”; a marketing ploy
• “Nature” has become a sacred adjective/sanctified/sacred concepts
1. Dilemma around consumer goods that are green
2. Shift/discourse of describing these products
Is green marketing good?
• Brings back to us the misguided efforts to environmental sustainability
• We have green products because the current practices of capitalism are not sustainable
• They are finite