Discourses of nature in advertising

Studies focused on advertising conducted from the early to mid-1990s suggested considerable surge in the inclusion of environmental appeals in ; i. e., they provided evidence for a ‘greening’ of marketing to the increase in media news coverage and public concern about environmental that characterized the late 1980s and early 1990s. Drawing a range of media studies, and on an analysis of British television , this study shows that, while explicit environmental appeals green marketing as such are now comparatively rare, nature imagery appeals to the ‘natural’ are prominently deployed. It is argued that , in this respect, makes an important contribution to ongoing definitions of the environment, consumption, and environmental . Tracing the discourses of nature uncovered in a number of , an attempt is made to 1) examine how these change over time and 2) to explore how television advertising articulates and reworks deepseated categories and understandings of nature, the natural, and environment, and, in doing so, communicates important boundaries and definitions of appropriate consumption and ‘uses’ of the natural environment