Abstract
In a warming world where environmentally friendly corporations and products are undeniably a necessary component of mitigation, it is important to examine how this need maybe exploited for profit. This research examines three print and one online advertisement for Coca-Cola's Dasani plantbottles to discern what rhetorical and visual appeals were used to mark the product as "green" Analysis reveals that cultural meanings of nature were drawn on to create symbols that were appealing and represented the product as clean, fresh, and natural. This research then examines how consumers use these symbols to label themselves as environmentally conscious. Portrayals of the plantbottles and how they are depicted through advertising is also compared to the actual ecological impact of plantbottles, with resultant findings that they are not an environmentally friendly product as their image would lead one to believe. Future research is needed to continue identifyirg deceptive green advertising campaigns and the methods they use to mislead the public. This research will contribute to an understanding of how environmental ads utilize shared natural symbols, the types of information corporations Promote and conceal about their environmental impact, and facilitate informed advocacy for stricter eco-labeling.
Recommended Citation
Lanthorn, Kylie R.
(2013)
"It's all About the Green: the Economically Driven Greenwashing Practices of Coca-Cola,"
Augsburg Honors Review: Vol. 6, Article 13.
Available at:
https://idun.augsburg.edu/honors_review/vol6/iss1/13