ABSTRACT
This chapter discusses the advertisements that promotes the consumption. It describes the research on "eco-advertising" conducted over the past couple of decades, examining the theories and the research methods that are used to test and extend. Advertising and marketing are prosocial and encourages the audience to conserve resources or support environmental-protection legislation. Advertising companies spend huge amounts of money in the creation of appeals that will reach the largest possible audience with the greatest effect. The ads reflect the view of "Nature" and they shape the way the people view it, to do with commerce than environmental sustainability. The chapter examines the research and theory where the advertisers have connected their products with the natural world to tout environmental claims or make associations with preexisting human ideas. It provides media theories and applications that help to lay a foundation for understanding new advertising languages and forms of public participation emerging in websites, game worlds, and augmented reality.
