Werbekommunikation im Zeichen der Ökologie
Ecological Issues in Advertising

Summary/Abstract: Before blaming the seductive charms of the eye-caching and mind-shaping ads, one should remember that advertising has so far successfully adapted to new fashions, topics and ideologies. In my paper I refer to how the advertising message qualifies as a sort of "moral trumpet" for social engagement and how a low-involvement matter (the recycling of used materials such as beer cans) can be presented in a persuasive manner. And what you see is not only what you get. The recipients of this message are taught a nice lesson in German "ecological correctness": people are being educated via ads and consumerism goes along with environment-friendly policies; "greenness" turns out to be also an aspect of the German political landscape and "flower-power" is more than an attitude, it already represents a well developed industry.

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