Environmental Advertising in China and the USA
eBook - ePub

Environmental Advertising in China and the USA

The desire to go green

  1. 158 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Environmental Advertising in China and the USA

The desire to go green

Book details
Table of contents
Citations

About This Book

Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still secluded in high-end designer studios. These choices contradict the findings of many sustainable lifestyle surveys that claim to register a rising desire for green products among the Chinese.

This book examines the psycho-cultural differences that disrupt the translation of "eco-friendly" appeals to China by analyzing environmental advertising. It explores the different notions of "green", the structures of desire that underlies the advertisements, and how they are shaped by ideological, cultural, and historical differences. Rather than arguing the superiority of the American or Chinese version of green consumerism, the book interrogates the role of advertising in the global spread of Western ideologies and explores the possibilities for consumers to resist transnational corporate hegemony in the green movement.

This book fills an important gap in the critical scholarship on green marketing and should be of interest to students and scholars of environment studies, green advertising and marketing, environmental communication and media studies, China studies and environmental sociology, ethics and cultural studies.

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Yes, you can access Environmental Advertising in China and the USA by Xinghua Li in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2016
ISBN
9781317753346
Edition
1
Topic
Business
Subtopic
Advertising
Index
Business

Table of contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. Table of Contents
  7. Acknowledgements
  8. How to Access Advertisements in this Book
  9. 1. Introduction: Advertising, Desire and the Environment
  10. 2. Morphing the Self: Hybrid Car Advertising and the (Dis)Appearing Ego
  11. 3. Detoxing the Private: Parenting Philosophy in Green Home Product Advertising
  12. 4. The ā€œOrgani-voreā€™sā€ Dilemma: Social (In)Equality in Organic Food Marketing
  13. 5. The ā€œUselessā€ Sustainability: Discourse of Eco-Fashion and the Utilitarian Fantasy
  14. 6. Conclusion: An Ecology of Desire
  15. Index