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Extinction For Polar Bears in Green Advertising |
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Thursday, 14 February 2008 |
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Getty Images, a picture agency assessed 2,500 advertising campaigns for their annual 'What Makes a Picture' report and concluded that generic climate change images (polar bears, melting ice caps) were becoming visual clichés and soon would no longer appeal to consumers. Rebecca Swift, global creative planning director at Getty Images, warned that pictures of ice caps and polar bears in particular "will not resonate with consumers in the future" and Lewis Blackwell, creative advisor at Getty Images was clear that "The first lesson we must learn in order to grab any attention is to make Death to Environmentalism our mantra and kill off the clichés of ecology."
The report recommended that advertisers should use images that consumers can relate to - their own experience with the environment. "Whatever the product, the closer to home you can pitch the communication the better the opportunity to win over the hearts and minds of consumers to green products and behaviours" claimed the report. Hence, advertisers that have been relying on global campaigns may need to rethink the images they are using to communicate with a vast number of consumers.
Read the full story at Business Green
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