Visually branding the environment: climate change as a marketing opportunity.
Hansen, A., & Machin, D. (2008). Visually branding the environment: climate change as a marketing opportunity. Discourse Studies, 10(6), 777 -794.
AbstractWhile 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.