This essay will focus on the use of eco-images in unconventional visual environmental campaigns. Currently, marketing tactics previously used by green activists for their campaigns are becoming one of the top trends in brand discourses. How do environmental organizations react to the fact that their own “weapons,” their guerrilla strategies, have become part of brand communication? How can they preserve their integrity, while showing as false the “transparency” of brands that use green tropes to enhance their credibility?
DOI: doi.org/10.5282/rcc/6210