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عنوان فارسی مقاله:
فروش محیط زیست: مباحثه در مورد بازاریابی سبز در تبلیغات خودرو چین
عنوان انگلیسی مقاله:
Selling the environment: Green marketing discourse in China׳s automobile advertising
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بخشی از مقاله انگلیسی:
3. Images of the environment Before
examining the complex natural appeals found in autoads in China, let us briefly review previous research on media's discursive constructions of nature. As Raymond Williams (1983) addresses in Keywords, nature is as a highly complex and historically specific concept, with its predominant definition constantly changing along with the advance of human society: from the Age of Enlightenment's diagnosis of nature as laws to be discovered by human reasoning, to the Romantic Movement's emphasis on nature as pure, pristine and original, and to modern era's increasing diversified interpretations of nature. According to Williams, one fundamental factor remains largely intact despite these semantic shifts, namely the binary tension between human and nature. Of particular relevance to the current research is Williams' observation that: “one of the most powerful uses of nature, since the late 18th century, has been in this selective sense of goodness and innocence; nature has meant'the countryside’, the'unspoiled places’, plants and creatures other than man” (p. 223). In other words, the rhetorical power of nature mainly lies in its ability to function as a “floating signifier” to support arguments with moral and universal authority (Hansen, 2002; Hansen and Machin, 2008, 2014). Indeed, as the history of advertising suggests, discursive constructions of various “natural images” have been a persistent rhetorical strategy found in the cluttered landscape of advertising, along with changes over time in prominent images, messages, and ideals (Ewen, 2001; Goldman and Papson, 2011; Leiss et al., 2005). Writing on consumer culture's emergence in the U.S. in the early 20th century, Marchand (1985) discusses how advertisers during the 1920s and 1930s exploited the public's fears of industrial technology as an incentive for promoting the consumption of products that would “magically” restore a harmonious balance between nature and society. Such narratives further intensified in the U.S. during the 1970s and 1980s along with the shift of public opinion from urban techno-worship to more pastoral themes, which, according to Wernick (1991), was mainly caused by the American public's increasing dissent on technology (and its militaristic overtones) and expressed concerns over issues such as growing traffic congestion, energy consumption, and road construction. As human civilization steps into the new millennium, the pressing global environmental degradation also brings the “sign wars” over nature to a new level: the growing public concern for the environment has led corporations to advance a new ideology of green consumerism, in which citizens are urged to help the environment through the consumption of (ostensibly) eco-friendly products and this noticeable trend of greenwashing have received eloquent critiques from critical scholars (Budinsky and Bryant, 2013; Goldman and Papson, 2011; Hansen and Machin, 2008). Within the growing body of research dealing with visual discourses of the environment, there have been numerous studies explicitly addressing how images found in advertisements and news stories contribute to the public perception of nature (e.g. Budinsky and Bryant, 2013; Gunster, 2005, 2007; Hansen, 2002; Hansen and Machin, 2008, 2014; Li, 2013). Collectively, these studies have recognized how public imagination of nature is socially, politically and culturally constructed, with media representations of natural imagery playing a vital role in this process. Another common finding shared by these studies is there-contextualization” of natural imagery for the purpose of marketing and this tendency is particularly evident in auto-ads. Focusing on the visual narratives of utopian scenes in North American SUV advertisements, Gunster (2005, 2007) discusses how the invocation of natural themes reinforces the escapism promoted by SUVs and obfuscates these vehicles’ devastating environmental impacts. More crucially, the constant commodifi- cation of our imagination of utopia forecloses our ability to conceptualize a world beyond capitalist relations. Similarly, in a recent survey of prominent green advertisements in Canada, Budinsky and Bryant (2013) note that instead of thoughtful, collective environmental actions, eco-friendly narratives in contemporary advertising encourages individualism, greed, and consumption, which in fact promotes the neoliberal agenda that has been proven detrimental to a sustainable future. Meanwhile, visual green marketing has already move beyond conventional commercial discourses. In their detailed analysis of Getty Images, one leading commercial image bank offering stock photographs for promotional materials as well as news features, Hansen and Machin (2008) show how green issues are re-contextualized for branding and marketing as specific environments are systemically turned into symbolic environments in Getty Images’ visual narratives of the environment and climate change.
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کلمات کلیدی:
A Comparative Analysis of Hybrid Car Advertisements in the USA and ... www.tandfonline.com/doi/full/10.1080/17524032.2013.818051?src=recsys Jul 24, 2013 - I evoke psychoanalysis to read the unconscious structures of desire embedded in the two distinct groups of advertising discourse. My analysis shows that while the American ads seek to erase the self from a fantasy of eco-harmony, the Chinese ones try to expand and multiply the self in the technical gaze ... Environmental Advertising in China and the USA – This blog uses ... https://greenadsinchina.wordpress.com/ Sep 15, 2015 - For more detailed analyses, please refer to the book: Environmental Advertising in China and the USA: The Desire to Go Green (Routledge 2016). The chapters of this book - and the posts here - are organized around four iconic “eco-friendly” products: hybrid cars, green home products, organic foods, and ... [PDF]Green Marketing and Consumerism in China - Semantic Scholar https://pdfs.semanticscholar.org/ecd3/26777ea10ebb6275b2922dd3cb36fb5d265f.pdf by Q Zhu - 2015 - Cited by 3 - Related articles Given China's environmental degradation concerns (Grumbine, 2014), Chinese consumers ... China is regarded as an important part of the world's supply chain and consumer market. The appropriate development of green marketing concepts and practices can aid ..... For example, automobile companies have asked their.
