Branding sustainability at the airports of Amsterdam and Frankfurt
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2021-07-09
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en
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Abstract
The primary purpose of this master thesis is to demonstrate the promotion of sustainability
at Amsterdam Schiphol Airport and Frankfurt Airport. Due to challenges the aviation industry
has been facing in the last few months, sustainability has remained a high priority, and the
airports still develop and introduce new plans. During this research, the official websites and social media of Amsterdam Schiphol and Frankfurt Airports have been analyzed under the
scope of critical discourse analysis. My analysis of Amsterdam Schiphol Airport and Frankfurt Airport demonstrates the importance of language and image and how location, color or vocabulary of environmentally friendly advertising can influence
and manipulate the visitors. Finally, the research provides a critical view of how airports have
an impact on the understanding and knowledge of sustainable consumption by linking it to the
fact that they can affect the importance of environmental sustainability.
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