631. Natureza à venda: da ecopornografia a um modelo compreensivo de indicadores de greenwashing
Year: 2020
Type: article
Abstract: Advertising can be found in almost all kinds of media, and among that the increasing occurrence specifically of green advertising is remarkable. This is one of most important strategies organizations has developed to express their commitments and actions for the nature. Although that, the environment has never been under so much pressure. This apparent paradox can be explained according to the way business, government and society articulate themselves to run their model of civilization. This article about “greenwashing” tries to reveal what is misleading, opportunistic and cynical about environmental advertising. It also discusses how these ethical conflicts can forge a favorable scenario to maintain and develop unsustainable cultural values that make a social change for a new paradigm harder to achieve.
Institution: Universidade de São Paulo
Language: Portuguese
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3006835195