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In this lesson called What Does It Mean To Be Green, students analyze and evaluate a “green” advertisement’s appeal to them and the message it conveys about their lifestyle choices. Extended activities assess the environmental claims and how different people experience the same media message. Includes study guides and resources on greenwashing.
US Federal Trade Commission guides to environmental claims in advertising:
http://www.ftc.gov/bcp/grnrule/guides980427.htm
Recent Federal Trade Commission testimony to Congress on attempts to regulate the
“virtual tsunami” of recent green advertising:
http://www.ftc.gov/os/2009/06/P954501greenmarketing.pdf
Understanding and Preventing Greenwash: A Business Guide, by BSR and Futerra
Associates
http://www.bsr.org/reports/Understanding_Preventing_Greenwash.pdf
Consumer Reports evaluations of “green” products
http://www.greenerchoices.org
Terrra Choice 2009 report on greenwashing
http://sinsofgreenwashing.org
More information on this and other lessons is at http://www.medialit.com
Greenwashing, 10-12
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