Promotional Discourse of Wind Energy

In recent years, an increased global awareness of the world s energy challenge has fostered a corresponding global demand for producers of alternative energy resources to become effective promoters of their products and brand s benefits. Despite the topic s relevant nature, however, little research has so far set out to explore the specific discursive and promotional means by which alternative energy resources are promoted today. With special focus on three of the world s leading wind turbine manufacturer s promotional discourse of wind energy, this book therefore investigates how Vestas, Suzlon and General Electric promote wind energy and their brands through multimodal and persuasive means in webmercials on the Internet. In doing so, it proposes that an interrelatedness of the fields of multimodality and persuasion has significant consequences for the promotion of wind energy in the three types of webmercials. The study is considered relevant for students of communications and discourse fields and professionals who wish to become literates of promotional discourse related to the world s energy challenge.

Autorentext

Signe Høyer, Bachelor of Arts in Marketing and Management Communication at Aarhus School of Business, Aarhus University. MA student of Corporate Communication at Aarhus School of Business, Aarhus University, Denmark.

Klappentext

In recent years, an increased global awareness of the world's energy challenge has fostered a corresponding global demand for producers of alternative energy resources to become effective promoters of their products' and brand's benefits. Despite the topic's relevant nature, however, little research has so far set out to explore the specific discursive and promotional means by which alternative energy resources are promoted today. With special focus on three of the world's leading wind turbine manufacturer's promotional discourse of wind energy, this book therefore investigates how Vestas, Suzlon and General Electric promote wind energy and their brands through multimodal and persuasive means in webmercials on the Internet. In doing so, it proposes that an interrelatedness of the fields of multimodality and persuasion has significant consequences for the promotion of wind energy in the three types of webmercials. The study is considered relevant for students of communications and discourse fields and professionals who wish to become literates of promotional discourse related to the world's energy challenge.