This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Similar articles in Web of Science Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Hansen, A. Articles by Machin, D. Search for Related Content Social Bookmarking                         What's this?

Visually branding the environment: climate change as a marketing opportunity

UNIVERSITY OF LEICESTER, UK, ash{at}le.ac.uk

David Machin

CARDIFF UNIVERSITY, UK, machind{at}cardiff.ac.uk

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.

Key Words: climate change • environment • green marketing • image banks • Multimodal Critical Discourse Analysis • visual analysis

Discourse Studies, Vol. 10, No. 6, 777-794 (2008)
DOI: 10.1177/1461445608098200


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?