The Making of ‘Sustainable Consumerism’ - A critical discourse analysis of the discourse of sustainability found in Oatly’s product advertisements
Abstract: With the help of various advertising strategies this study addresses the Swedish, plant-based food-production company Oatly, and their advertisements to see how the discourse on sustainability is approached. By using critical discourse analysis, and primarily Fairclough’s three-dimensional-model for analysing discourse (1989, 1995) as well as the marketing framework AIDA, these advertisements have been analysed to see how the company manages to tempt and persuade their consumers into consumption. This paper seeks to understand how Oatly portrays their products as the “right” choice, by acting on and creating social, public understandings. But who decides what is “correct” and what is not, and how does a company act on contemporary social conventions to portray themselves as the “good” choice? Through a textual analysis of Oatly’s product descriptions on their website as well as of the product packaging in-store, this report has established that Oatly acts on public understandings of environmental sustainability to persuade their audience into consumption.
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