About the book
Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still secluded in high-end designer studios. These choices contradict the findings of many sustainable lifestyle surveys that claim to register a rising desire for green products among the Chinese.
This book examines the psycho-cultural differences that disrupt the translation of \"eco-friendly\" appeals to China by analyzing environmental advertising. It explores the different notions of \"green\", the structures of desire that underlies the advertisements, and how they are shaped by ideological, cultural, and historical differences. Rather than arguing the superiority of the American or Chinese version of green consumerism, the book interrogates the role of advertising in the global spread of Western ideologies and explores the possibilities for consumers to resist transnational corporate hegemony in the green movement.
This book fills an important gap in the critical scholarship on green marketing and should be of interest to students and scholars of environment studies, green advertising and marketing, environmental communication and media studies, China studies and environmental sociology, ethics and cultural studies.
Editions of Environmental Advertising in China and the USA
- Hardcover
- ISBN 9780415744133
- EBook
- ISBN 9781317753346
- PDF
- ISBN 9781317753353
Read an Excerpt
Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still secluded in high-end designer studios. These choices contradict the findings of many sustainable lifestyle surveys that claim to register a rising desire for green products among the Chinese.
This book examines the psycho-cultural differences that disrupt the translation of \"eco-friendly\" appeals to China by analyzing environmental advertising. It explores the different notions of \"green\", the structures of desire that underlies the advertisements, and how they are shaped by ideological, cultural, and historical differences. Rather than arguing the superiority of the American or Chinese version of green consumerism, the book interrogates the role of advertising in the global spread of Western ideologies and explores the possibilities for consumers to resist transnational corporate hegemony in the green movement.
This book fills an important gap in the critical scholarship on green marketing and should be of interest to students and scholars of environment studies, green advertising and marketing, environmental communication and media studies, China studies and environmental sociology, ethics and cultural studies.
Frequently Asked Questions
What is Environmental Advertising in China and the USA about?
Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still secluded in high-end designer studios. These choices contradict the findings of many sustainable lifestyle surveys that claim to register a rising desire for green products among the Chinese.
This book examines the psycho-cultural differences that disrupt the translation of \"eco-friendly\" appeals to China by analyzing environmental advertising. It explores the different notions of \"green\", the structures of desire that underlies the advertisements, and how they are shaped by ideological, cultural, and historical differences. Rather than arguing the superiority of the American or Chinese version of green consumerism, the book interrogates the role of advertising in the global spread of Western ideologies and explores the possibilities for consumers to resist transnational corporate hegemony in the green movement.
This book fills an important gap in the critical scholarship on green marketing and should be of interest to students and scholars of environment studies, green advertising and marketing, environmental communication and media studies, China studies and environmental sociology, ethics and cultural studies.
What core themes, tropes, or subjects are explored in Environmental Advertising in China and the USA?
Technology, Engineering, Agriculture, Industrial processes > Environmental science, engineering and technology
Where can I read a sample of Environmental Advertising in China and the USA?
You can read an official preview of the few pages here https://www.book2look.com/book/9780415744133
Is Environmental Advertising in China and the USA part of a series, and can it be read as a standalone?
Yes it is a part of series Routledge Studies in Environmental Communication and Media
Who is/are the Author/s of the book Environmental Advertising in China and the USA?
Xinghua Li
Who is the Publisher of the book Environmental Advertising in China and the USA?
Taylor and Francis
What are the ISBN numbers for the physical and digital editions?
Environmental Advertising in China and the USA is available as hardcover(ISBN 9780415744133) and ebook(ISBN 9781317753346) and pdf(ISBN 9781317753353)