|dc.description||There has been an issue since the 70s, whether it’s ethical to use nature and its elements in
marketing process. Even if environmental messages often give useful information about the
products and help consumers to decide, they also crate a false understanding and image
about the nature. This image does not express the essence of realistic nature, but of
something, that has been crated by human ideals of it.
By analyzing advertisement in Estonian magazines, the objective of the research is to find
out, through witch arguments and elements nature in commercials is expressed and how it’s
shown, what does the “language” and visualizations say about nature and environment,
about the commodification of nature and possibilities of environmental marketing in
The elements and arguments of nature that have been explored are any reference to nature in
formulation, pictures and photographs.
It appeared that the commodification process in Estonia is in initial stage, because only 31%
of the commercials used some elements of nature and only half of them did so by referring
to the content of the product. Other half was used just as a background or as a decorative
element, to create emotional bandage with the picture.
Only less then half percentage of the commercials used environmental messages, witch
refers to the fact, that practicing environmental marketing in Estonia is very infrequent.
Nature is prevalently used in relation to feminine subjects like cosmetics, perfumes,
cooking, and medicines. Nature is seen as help for many different problems like physical
and mental health, welfare, beauty, problems that are caused by the stressors in our
The “untouched” nature is the main argument by selling the products through nature’s
elements. But the most problematic issue is how to understand the meaning of “natural”.
It appeared, that it is indistinguishable, weather the “natural” element is a bacterium grown
in laboratory or in untouched rainforest, and how the specific elements of the herbs are secluded, if chemicals are used to separate the parts or in witch concentration this so called
“nature” is used – they are all advertised as natural products.||