631. Nature on sale: from ecopornography to a comprehensive model of greenwashing indicators

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.