Environmental Advertising

This book explores twenty-first century environment-themed advertising with a global reach in relation to three key emerging persuasive themes: governance, morality and transnational rhetoric. Adopting a social semiotic approach, and exploring key examples including Greenpeace's "Everything is NOT Awesome" brandjacking advert, Volkswagen's "Think Blue" campaign and Unilever's "Why Bring a Child Into This World?" advert, Alexander puts forward a number of observations about the ideological character and function of environmental advertising as a new form of transnational persuasion.