Pratt Institute School of Design

The Problem of Green Advertising
Yichen (Crystal) Ling
In the 1970s, lots of environmental disasters happened, which made people have increasing concern about environmental issues and sustainability. It was the time that “green product” and “green advertising” were first raised as favorable terms. However, the meaning and people’s perception of the word “green” has been diluted throughout history, because companies use green advertising as a marketing trick. The concept of “green advertising” becomes a cliché that consumers no longer trust, and loses its original meaning. Therefore, it is necessary and important to consider how we can rethink and redefine the term “green” and what aspects to consider (environmental, ethical, economical) in the advertising industry/ business world, and how can we bring back consumers’ trust in “green” products.

The Reuse&Repurpose website intends to create an online community for people to learn, discuss and share creative ideas to repurpose and reuse daily items at home. The website provides several examples of the instructions of reusing certain common household items, and also welcome the users to share their inspiration and upload their examples.

The three posters respond to rhetoric elements in three different forms of medium (audial, visual, text) about the topics regarding green advertising/greenwashing. The audial piece is a video called Greenwashing: Busting “eco” labels produced by CBC Marketplace. The visual is Fiji Water’s advertisement in which it promotes its product: “Every Drop is Green”.

Some examples of 100-day project in which I select a piece of trash created every day, and repurpose it into something else which can be functional, decorative, or completely absurd. . This project seeks to explore the creative ways to reuse household garbage, raise people’s awareness of detrimental environmental impact single use package can cause on the environment.

Some examples of 100-day project in which I select a piece of trash created every day, and repurpose it into something else which can be functional, decorative, or completely absurd. . This project seeks to explore the creative ways to reuse household garbage, raise people’s awareness of detrimental environmental impact single use package can cause on the environment.