Guilt Trip: From Fear to Guilt on the Green Bandwagon

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'CSR', 'Green', 'Ethics', 'Fair Trade', 'Organic' are all buttons that marketers are keen to push right now to get us to engage us with their products. Why? Because, amongst many, these issues hit a nerve and our consciences can be comforted in the knowledge we are purchasing for the greater good. Guilt Trip talks to the history of the marketing communications story, analyses the journey of traditional advertising techniques past and present and tackles the exploitation of guilt and fear . The authors talk with ...

Guilt Trip: From Fear to Guilt on the Green Bandwagon 2009, John Wiley & Sons, Chichester, England

ISBN-13: 9780470746226

Hardcover

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