In economic discourse, the personal satisfaction of people – individual and rational creatures, whose identity as social being is secondary (Fairclough 2003) – can be achieved only through the consumption of commodities. Nature’s appealing effect in ads can bring about chances for companies to reach their goal – that is, selling more – without promoting more conscious, sustainable, ecological approaches. This analysis focuses on an Arm & Hammer detergents advertisement.
Appeal to the "Rational Consumer" in Advertising: A Destructive Discourse
NAPOLITANO, MARTINA
2016-01-01
Abstract
In economic discourse, the personal satisfaction of people – individual and rational creatures, whose identity as social being is secondary (Fairclough 2003) – can be achieved only through the consumption of commodities. Nature’s appealing effect in ads can bring about chances for companies to reach their goal – that is, selling more – without promoting more conscious, sustainable, ecological approaches. This analysis focuses on an Arm & Hammer detergents advertisement.File in questo prodotto:
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