Green Advertising: How do advertisers employ environmentalist messaging in prime-time television commercials as a means to tap into the wider discourse on environmentalism?
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Advertising appears to be an inherent capitalist practice that promotes consumerism and therefore enables the excessive production of commodities. Simultaneously, there has been a growing interest for environmentalist messaging, both in the consumer and advertisers. Through critical discourse analysis of twelve television advertisements, this thesis explores how advertisers employ environmentalist messaging in prime-time television commercials that have been or are currently being broadcasted in the Netherlands in the period 2019 to 2022. Key words: green advertising, television advertising, green marketing, greenwashing, environmentalism
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