Guilt Trip: From Fear to Guilt on the Green Bandwagon

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9780470746226: Guilt Trip: From Fear to Guilt on the Green Bandwagon

'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 leading marketers and advertising agency heads, politicians and consumers, doctors and historians to explore the pivotal role played by the Green phenomenon within this transformation. Going further, it asks how companies, politicians and individuals will react to this emerging but irrevocable change, and what will be the fate of those who react too slowly, or ignore it altogether.

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From the Back Cover:

Our guilt has changed everything

‘Guilt’ has replaced ‘Fear’ as our dominant emotion when we consume messages of mass media and marketing and that shift is set to change everything. With more information at our disposal than ever, we’re able to see the true cost of what is done to meet our needs, from foreign wars to cheap trainers.

How did this come about? What effects is this having on mass communications? How are brands, business, organisations and individuals responding to this? These are the questions addressed in Guilt Trip.

“A hugely entertaining analysis that cuts through the rhetoric and offers new insights into the causes and cure for greenwash.”

Mark Line, Executive Chairman, Two Tomorrows Group

“A provocative, vibrant, panoramic review of the way we live – and shop – today. Hesz and Neophytou pose fundamental questions about the role of fear and guilt in modern consumption and marketing.”

Jim Carroll, Chairman, BBH London

“The biggest economic downturn in our lifetime has clearly highlighted the limitations of the plc model that has been the basis of our western economy for generations. However, this thought-provoking, well-written analysis shows that there are viable sustainable alternatives, which should be considered as we move to a post recession world.”

Patrick Allen, Marketing Director, The Co-operative Group

From the Inside Flap:

There was a time, faced with foreign wars or natural disasters, collapsing ice shelves and toxic air, when we ran about screaming ‘Oh God, what can we do?’ Terrified, we searched for a way out, scattering the tiny boxes at B&Q in search of the energy-efficient light bulbs that were to be the world’s salvation.

Faced with stark images of what takes place on our behalf, we have begun to ask a profoundly different question: ‘Oh God. What have we done?’

The shift from fear to guilt is of huge importance. Our questions have changed to:

· How have you made this jumper so cheap?

· How have you stopped that country from hurting my family?

· How can a whole chicken cost less than a coffee?

We demand new answers from those who represent us. Guilt Trip explores what this means for brands, consumers and the broader world and examines how crucial the role of the green and ethical phenomena been as a catalyst in the shift from fear to guilt.

The phenomenon of guilt is changing the way we respond to what we’re told by brand and politicians alike. Guilt Trip provides a means of navigating the practical dangers of the new consumer landscape and provides real-world example of both brands and individuals who have engaged successfully with it, and those who are suffering from their refusal to do so.

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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Book Condition: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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 leading marketers and advertising agency heads, politicians and consumers, doctors and historians to explore the pivotal role played by the Green phenomenon within this transformation. Going further, it asks how companies, politicians and individuals will react to this emerging but irrevocable change, and what will be the fate of those who react too slowly, or ignore it altogether. Bookseller Inventory # BZV9780470746226

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