Propaganda of Global Warming in Advertising Context
|1.||Propaganda as a Form of Communication||3|
|1.1.||Propaganda in Social-Historical context||5|
|1.2.||Forms of Propaganda||7|
|2.2.||Classification and the Components of Advertisements||10|
|2.3.||Global Warming as a Social Issue||11|
|3.||Advertisements on Global Warming: Text, Image, Organization||13|
|4.||Advocacy Advertising: Focus on Global Warming||17-18|
|5.||Propagandist Approach and Environment-Related Advertising||19|
|Appendix: Display Advertisements||26|
The present Research Paper is focused on the study of the model of propagandist approach applied to the representation of the theme of global warming in modern display advertisements available on the internet. Throughout the paper the techniques of propaganda and characteristics of environmental advertisements in modern context have been discussed and analyzed.
Advertising as promotion of goods has existed within the society since early civilizations. Multi-media age has opened a new era of advertising and contemporary advertising is an ever-growing industry, which being supported by technological innovations offers new possibilities not only for promotion of goods and services, but also ideas, values and attitudes. It functions as a medium to communicate important social and public issues to a mass audience and serves as a testament for standards and values of its society and time.
The Paper has presented the propagandist approach in context of contemporary advertising is emphasized. The idea of correlation between advertising and propaganda is based on common characteristic qualities of two processes and is developed by referring to advertising as to a form of propaganda. Theoretical sources suggest a basic understanding of the process of propaganda and advertising to reveal their function in promoting global warming theory as a social issue. In the empirical part online display advertisements related to climate change has been analysed to show how the issue is introduced through the use of modern advertising techniques and propagandist approach.
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