El discurso disidente de la contrapublicidad verde

  • Marta Pacheco Rueda
Keywords: Greenvertising, Ecology, Greenwashing, Subvertising

Abstract

This paper reflects on the present advertising context, precisely on the ecological message proliferation used to position certain companies and products. Those messages are made to make the consumer believe that he or she is buying something that cares for the environment when it really does not so much. Then, it is explained how subvertising counteracts the role of traditional and hegemonic advertising by means of denouncing that it is not so «green» as it pretends to be.

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Published
2010-05-03
How to Cite
Pacheco Rueda M. . (2010). El discurso disidente de la contrapublicidad verde. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 3(1), 55-82. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0909120055A
Issue
Vol. 3 No. 1 (2009)
Section
Articles

License

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