Guilt Trip From Fear to Guilt on the Green Bandwagon

'CSR','Green','Ethics','FairTrade','Organic'?areallbuttonsthatmarketersarekeentopushrightnowtogetustoengageuswiththeirproducts.Why?Because,amongstmany,theseissueshitanerveandourconsciencescanbecomfortedintheknowledgewearepurchasingforthegreatergood.GuiltTriptalkstothehistoryofthemarketingcommunicationsstory,analysesthejourneyoftraditionaladvertisingtechniquespastandpresentandtacklestheexploitationofguiltandfear.Theauthorstalkwithleadingmarketersandadvertisingagencyheads,politiciansandconsumers,doctorsandhistorianstoexplorethepivotalroleplayedbytheGreenphenomenonwithinthistransformation.Goingfurther,itaskshowcompanies,politiciansandindividualswillreacttothisemergingbutirrevocablechange,andwhatwillbethefateofthosewhoreacttooslowly,orignoreitaltogether.,