Miljöbovarna- den nya tidens sin firm? : En kritisk retorikanalys av miljöargumentationen i svensk marknadskommunikation

Sammanfattning: Climate issues are engaging both the Swedes and the Swedish media, and more people are making an effort to live more climate friendly. The meat, aviation and clothing industry has, during the last few years, gained increased criticism due to the negative environmental impact. According to the World Wildlife Fund's climate barometer the demand for these products is decreasing. The following study will examine how three companies, from industries criticized for their negative environmental impact, rhetorically use environmental communication in their marketing communication. This through three selected commercials from Tui, Scan and H&M. The aim of the study is to help acquire knowledge for the importance of environmental communication in corporate market communication.   This study has been made through critical rhetoric analysis, inspired by Mral, Gelang and  Bröms analysis model. The result shows that the study objects in different ways avoids the main target of critique and instead presents other parts from their organization which to the contrary, does good. We argue that avoiding the main subject, and instead answering different non-related subjects can lead to a problematic and deceptive discourse. The study objects are influential within their industry and the problematic discourse that is held can bear evidence of marketing communication as a whole, where environmental argumentation is more common than ever.