Green Advertising: How do advertisers employ environmentalist messaging in prime-time television commercials as a means to tap into the wider discourse on environmentalism?
| dc.contributor.advisor | Meerkerk, E.M. van | |
| dc.contributor.advisor | Smelik, A.M. | |
| dc.contributor.author | Lorist, N. | |
| dc.date.issued | 2022-08-24 | |
| dc.description.abstract | 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 | en_US |
| dc.embargo.lift | 10000-01-01 | |
| dc.embargo.type | Permanent embargo | en_US |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/13265 | |
| dc.language.iso | en | en_US |
| dc.thesis.faculty | Faculteit der Letteren | en_US |
| dc.thesis.specialisation | Creative Industries | en_US |
| dc.thesis.studyprogramme | Master Kunst- en Cultuurwetenschappen | en_US |
| dc.thesis.type | Master | en_US |
| dc.title | Green Advertising: How do advertisers employ environmentalist messaging in prime-time television commercials as a means to tap into the wider discourse on environmentalism? | en_US |
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