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Type: Artigo
Title: Media Justifications: Strategies For Environmentalization Of Ethanol Production Through Advertising
Author: Assis W.F.T.
Abstract: This article aims to elucidate the strategies used in media discourses to create a favorable social imaginary of ethanol manufacturing, as well as to promote the environmentalization of production. Based on the analysis of advertisements, we seek to demonstrate how the meanings of nature conservation, combatting global warming, protecting biodiversity and producing clean energy are used. In a scenario of increasing environmental concern these elements have gained visibility and importance for consumers, businesses, governments and legislators. This paper suggests that the industry has produced a chimerical image of ethanol production which associates itself to the idea of sustainability, while obscuring the existence of conflicts.
Subject: Advertising Discourse
Environment Conflicts
Environmentalization Of Production
Editor: Universidade Estadual de Campinas
Rights: aberto
Identifier DOI: 10.1590/1809-4422ASOC135961V1932016
Date Issue: 2016
Appears in Collections:Unicamp - Artigos e Outros Documentos

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