Speed Read - Guilt Trip: From Fear to Guilt on the Green Bandwagon

This Speed Read was originally published in the Admap – March 2010 issue.

OVERCOME WITH GUILT

Alex Hesz and Bambos Neophytou's Guilt Trip: From Fear to Guilt on the Green Bandwagon explores the role of emotional blackmail in mass communication

Without wishing to open on the biggest book review cliché there is, it's hard to do anything else in this instance. Because Alex Hesz and Bambos Neophytou's Guilt Trip: From Fear to Guilt on the Green Bandwagon is about as fine an example of the old adage 'never judge a book by its cover' as one might find.

Ostensibly marketing's latest rumination on the 'green issue', Guilt Trip is, in fact, a much broader treatise on the central role that emotional blackmail has long taken within the field of advertising and mass communication. Only in the latter stages do the authors zero in on the consequences of environmental decline for marketing and consumers and begin to talk about the titular guilt trip that society is currently embarked on – a trip which has helped guilt to leapfrog fear as marketing's thumbscrew of choice.

Central Ideas and Arguments