Ninth International Conference on The Image

Abstract

This paper examines images of print advertising for “green” products, particularly from the late 1990s to 2001, with a focus on white and brown goods. As more expensive and infrequently replaced household items, the advertising of white and brown goods presents a point at which consumers are making considerable investment in their households. Purchasing these items involves classic product concerns, such as performance and longevity, but also, and particularly in this period when many manufacturers were claiming real or imagined environmental credentials, consideration of environmental impact. This paper examines some of the print advertising of this period through visual analysis, while also considering how they are geared to consumers that can be categorises a bright, turquoise (blue) or pale green.