The resulting posturings and product positionings are often low in substance and high in hyperbole. The paper examines how these tendencies to turn serious ecological considerations into seemingly trivial product attributes affects the credibility of the seriousness of the underlying issues. In addition, possible benefits of some questionable practices are suggested. This paper views a recent trend in Television advertising from both philosophical and pragmatic perspectives. A significant undercurrent of protest streams from environmentally concerned citizens who decry the current trend, known as Green Marketing.
Green marketing links certain attributes of a company's offering to environmental concerns.
This linkage both reflects and is made possible by the ideology of commercialism as it currently exists. Scruton's definition focuses on humans and the cash value that people place on any possible alternative. Commercialism specifically does not focus on any transcendental value such as the intrinsic value of species diversity, the value of the family, or any other possible non-cash value. Commercialism clearly dominates the world view of all modern societies. Thus, people inevitably view any issue which affects them through the ideological perceptual lens of commercialism.