Environmental Advertising in China and the USA: The desire to go green, 1st Edition (e-Book) book cover

Environmental Advertising in China and the USA

The desire to go green, 1st Edition

By Xinghua Li


158 pages

Purchasing Options:$ = USD
Paperback: 9780367026820
pub: 2019-01-08
SAVE ~$9.99
Hardback: 9780415744133
pub: 2016-05-16
SAVE ~$32.00
eBook (VitalSource) : 9781315797373
pub: 2016-05-05
from $24.98

FREE Standard Shipping!


Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still secluded in high-end designer studios. These choices contradict the findings of many sustainable lifestyle surveys that claim to register a rising desire for green products among the Chinese.

This book examines the psycho-cultural differences that disrupt the translation of "eco-friendly" appeals to China by analyzing environmental advertising. It explores the different notions of "green", the structures of desire that underlies the advertisements, and how they are shaped by ideological, cultural, and historical differences. Rather than arguing the superiority of the American or Chinese version of green consumerism, the book interrogates the role of advertising in the global spread of Western ideologies and explores the possibilities for consumers to resist transnational corporate hegemony in the green movement.

This book fills an important gap in the critical scholarship on green marketing and should be of interest to students and scholars of environment studies, green advertising and marketing, environmental communication and media studies, China studies and environmental sociology, ethics and cultural studies.


In sum, Environmental Advertising in China and the USA is a useful, nuanced, and sometimes frustrating look at the increasingly consumer-driven world of Bgreen^ advertising…the work is essential reading for those with an interest in the nexus of environmentalism, consumerism and advertising in the U. S and China.

- Jonathan Hassid, 2016, Vol.44, No.6 edition of Human Ecology.

Table of Contents

Introduction 1. Morphing The Self: Hybrid Car Advertising 2. Detoxing the Private: Green Home Advertising 3. The "Organi-vore’s" Dilemma: Organic Food Advertising 4. The "Useless" Sustainability: Eco-Fashion Advertising Conclusion

About the Author

Xinghua Li is Assistant Professor of Media Studies at Babson College, Massachusetts, USA. She writes about the global spread of consumer capitalism through the perspectives of psychoanalysis, environmental communication, and critical media theory.

About the Series

Routledge Studies in Environmental Communication and Media

Routledge Studies in Environmental Communication and Media offers a range of progressive and thought-provoking investigations and overviews of contemporary topics in environmental communication and media. Providing cutting edge original research and analysis, the series covers key issues from climate change to natural resources, examining film, advertising, marketing, journalism, storytelling and new media forms.

This international and academically rigorous book series offers vital insights to all those engaged with the process of creating and interpreting media messages about environmental topics, whether they be students, scholars, policy makers or practitioners. These interdisciplinary books provide an invaluable resource for discussion in advanced undergraduate and postgraduate courses in environmental communication and media studies, as well as in cultural studies, marketing, anthropology, sociology, philosophy and politics.

Please contact the Editor, Annabelle Harris (Annabelle.Harris@tandf.co.uk) to submit proposals.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Advertising & Promotion
BUSINESS & ECONOMICS / Consumer Behavior
POLITICAL SCIENCE / Public Policy / Environmental Policy