The 'currency' of cultivating a green brand: Representation practices for green branding and green washing in print magazine advertising in South Africa
Keywords:Green advertising, Green branding, Value assumptions, Claim types, Representation strategies, Humanistic approach vs environmental approach, Marketing communication, Brand communication
Consumer brands are prioritising pro-environmental reputations in response to growing consumer concern. So- called green consumers are being targeted with buzzwords including sustainability, biodegradability, recycling and upcycling. Print advertising in South African media reflects this trend. This study mobilises a discursive taxonomy to examine particular dimensions of such advertising. The study interprets the findings thus extrapolated by suggesting a distinction between two types of green advertising: green branding and green washing in South African print media.
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