Comunicazione aziendale e sostenibilità

Uno sguardo critico sul green advertising

Bibliographic Data

ID22055697
AuthorsLuna Provenzi (University of Milano-Bicocca, corresponding author)
Year2025
Volume15
Issue29
Pages199-213
Publication date2025-10-06
Open AccessYes
TypeARTICLE
VenueCambio Rivista sulle Trasformazioni Sociali (JOURNAL)
Journal identifiersISSN: 2239-1118 • E-ISSN: 2239-1118
PublisherFirenze University Press (PUBLISHER • IT)
DOI10.36253/cambio-16390
OpenAlexW4415249293
LanguageIT
References cited25

Green advertising promotes products and services using pro-environmental claims that present for-profit organizations as concerned about environment problems. This article presents evidence from a sociological investigation on the Italian market, based on a sample of 35 commercial advertisements dealing with environmental sustainability, which have been analyzed through Multimodal Critical Discourse Analysis (MCDA). The goal of the research is threefold: 1) to pinpoint the features of green ads discourses; 2) to illustrate their role in building the reputation of for-profit organizations; 3) to identify connections with the dominant ideas of consumption, nature and environment issues. While the representation of specialists and data make discourses sound trustworthy, storytelling and language appear incomplete, ambiguous and construable. Since MCDA focuses only on visual and linguistic categories, I propose new thematic ones, such as man-nature relationship and consumption role, in order to make the analysis more systematic and its results easier to compare

Critical discourse analysis · Reputation · Storytelling · Thematic analysis · Diverse academic and cultural studies · Management, Economics, and Public Policy

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