Greenwashing in Advertising as an Educational Challenge

Abstract

RESEARCH OBJECTIVE: Framing greenwashing in advertising as both a strategy for manipulating recipients and a significant challenge for consumer education.

THE RESEARCH PROBLEM AND METHODS: What greenwashing sins were committed by the broadcasters of the advertising spot entitled In Search of the Sources of Almette Flavour? What conclusions can be drawn from this for educational practice? In order to explore this issue, a method of qualitative analysis and interpretation of the content of the media message in question was used, in terms of the manipulation of the audience. The adopted research method allows for a scientific interpretation of social reality, while also taking into account subjective attitudes towards the analysed advertisement.

THE PROCESS OF ARGUMENTATION: The first part of the argumentation considers the origins of greenwashing and its typical mechanisms, as well as data from research reports and regulations introducing consumer protection against the use of green lies. This presents the issue in the appropriate context, which is important for understanding the significance of the problem. In the course of further analysis, manipulative techniques used in the spot in question (the so-called sins of greenwashing) were identified. On this basis, conclusions for educational practice were formulated.

RESEARCH RESULTS: Numerous abuses against the audience of the analysed commercial were proven. They were reported based on successive story sequences of this media message and the formal techniques used in it.

CONCLUSIONS, RECOMMENDATIONS, AND APPLICABLE VALUE OF RESEARCH: The use of the media requires educating the public by teaching people to take a critical approach to the information disseminated. The use of factual materials similar to this text may contribute to less susceptibility to similar manipulations and force the creators and broadcasters of media messages to act in a way that does not raise moral doubts.