Visually branding the environment: Climate change as a marketing opportunity

Hansen, Anders and Machin, David 2008. Visually branding the environment: Climate change as a marketing opportunity. Discourse Studies 10 (6) , pp. 777-794. 10.1177/1461445608098200

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Abstract

While there has been extensive work on the textual realizations of climate change in the media, there has been little on the way such discourses are realized and promoted visually. This article addresses this using Multimodal Critical Discourse Analysis to examine a new collection of images from the globally operating Getty Images intended for use in promotions, advertisements and editorials. Getty is promoting this collection in terms of Green Issues being a `marketing opportunity'. In this article we consider the results of these issues being recontextualized through this process, where they are shaped to fit the culture of branding. Analysis is of the images and the search terms where Getty lay out what can be said with the images.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Journalism, Media and Culture
Uncontrolled Keywords:	climate change; environment; green marketing; image banks; Multimodal Critical Discourse Analysis; visual analysis
Publisher:	Sage
ISSN:	1461-4456
Last Modified:	19 Mar 2016 22:11
URI:	https://orca.cardiff.ac.uk/id/eprint/7080

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