GREEN ADVERTISING - SALVATION OR OXYMORON

The purpose of this paper is to clarify the nature of green advertising, thus demonstrating that the concept is far more complex than the extant marketing literature suggests. Green is characterized here as a two dimensional concept with political (reformism to radicalism) and human positional (anthropocentric to ecocentric) dimensions. It is argued here that there are at least five different types of green, including environmentalism, conservationism, human welfare ecology, preservationism, and ecologism. To understand the greenness of an advertisement, it is useful to position it within this framework; and each type suggests a different human position with respect to nature and a different political orientation. The proposed framework is useful for defining terms such as ''green,'' ''environmental,'' and ''ecological'' which are often used interchangeably in the marketing and advertising literature.