By Asha Brogan
Last week’s discussion and reading on Advertising made me think of this priceless clip from the popular comedy show Parks and Recreation, if you haven’t seen it take the 1:47 to do so. The clip features the Pawnee Farmer’s market’s latest vender a man selling chard, While on the surface the clip is a funny “pawnee” moment I think it shows the issues with advertising green products. They are completely pushed toward a young athletic and affluent audience. A group of people who goes hiking and and already eats healthy foods. In other words the audience is already there and easily presented as green to those people who will snap up the latest green products.
The situation that this clip shows is the hardship of trying to advertise “green” products to a non “green” audience. In a way the sexual advertisements of chard in the clip can be classified as a “green product attributes” because it is advertising a so called environmentally friendly health concious product, but instead of aiming for an audience prepped to receive the product the vendor has to go into the commonly used, albeit not family friendly use of sex to sell a product. I can’t imagine this is a common strategy used environmental ads (clearly more significant then chard), but wonder what advertising strategies can and will be used to convince a non-empathetic audience of the benefits of environmental practices.