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Greenwashing in the language of advertising
Pimperová, Žofie ; Lobenstein-Reichmann, Anja (advisor) ; Bučková, Tamara (referee)
Today, environmental protection and sustainability issues are also becoming increasingly important as climate change progresses rapidly. With this, the number of companies claiming to be environmentally friendly and doing something for the climate is growing. They present their commitments in sustainability reports, paint their brands green and invest in advertising portraying them as great fighters against climate change. When these statements are false, such advertising can be described as greenwashing. But it can be hard to spot. The aim of this bachelor thesis is to analyze the linguistic devices in advertising related to the topic of sustainability and to find out which ones are repeated. First, the language of advertising and greenwashing will be introduced, then the methods of analysis, and, finally, individual examples of advertisements will be characterized and analyzed. Certain keywords, metaphors, syntax and corpus will be considered in the analysis. The work of Nina Janich, Peter Grice or Armin Burkhardt will also be used as a starting point for the analysis. Finally, the advertising posters, videos or other advertising texts of specific companies (IKEA, RWE, C&A, Shell, DB, REWE and Frosch) will be critically examined and compared with other climate promises of the companies in...
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