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Abstract Between 1970–1972 six mass circulation magazines were appropriate media to carry environmental advertising on behalf of corporations desiring to maintain social cohesion and to lessen blame for pollution. Argumentative frameworks targeted for middle America included selective pleas of innocence, claims of ecological pioneering, and guilt‐shifting; at the same time, persuasive archetypes associated with the technological American Prometheus and the pastoral American Adam served as premises for persuasion and as legitimizers for the symbolic reality created as the ethos of American business and industry.
Brown et al. (Mon,) studied this question.