1. Whose message is this? Who created or paid for it? Why?

Clorox, based in Oakland, California, paid for this ad.  They paid for it to create awareness about a new line of Green Works cleaning products so people will purchase them. 

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

The target audience for this ad is probably middle to upper middle class white adult males and females who want to be, or appear to be, more environmentally conscious. 

Clorox possibly views the target audience as people who have a disposable income and who are willing to pay a few cents more for a product that supposedly is better for the environment.  The target audience could also be brand loyal Clorox users who are looking for an alternative to using chemical cleaners.

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

The text begins with images of flowers and greenery in a large open meadow and a sunny blue sky. We hear soft mood music with a female voice over talking about the product.

A flower petal floats on a gentle breeze into a kitchen window of a house. We see a young, attractive, white woman--presumably a mom--using Green Works throughout her kitchen, while her child sits nearby in the background.

Then, we see Green Works cleaner being compared with another “leading” cleaner. The Green Works logo is apparent. As the ad ends, we see a bottle of the cleaner on a white background. Surrounding the bottle are oranges, lemons, and coconuts. Other products of the same brand appear in the scene. The words “finally, green works” fade into the screen, along with a trail of orange flowers. At the lower right, we see a small Clorox logo.

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

I think the subtext makes references to nature, being an environmentally conscious consumer, and how Clorox fits into the green movement. In this spot, Clorox seems to be saying that people can be environmentalists by using Green Works. Other subtexts include the following ideas: Using plastic spray bottles are a good way to be green; Clorox allows you to connect with nature when you use its products; and Clorox is a company that cares about the environment and sustainability.

5. What kind of lifestyle is presented? Is it glamorized? How?

Living a white, suburban, upper middle class lifestyle is portrayed. This is illustrated by showing the outside of what appears to be a very nice house and lush surroundings. Inside the house, we see a very large, brightly lit, clean, white kitchen. This type of lifestyle is glamorized in the sense that there are no hints of working outside the home or having to cook, pay bills, deal with childcare, or rush through a stressful day.

6. What values are expressed?

Having a clean home, using sensible products, and being connected to nature in the comfort of your own house are values that are being expressed. Also, the idea of respecting nature is expressed in the imagery and information from the voice over.

7. What “tools of persuasion” are used?

Beautiful people - we see an attractive woman in this ad.

Plain folks - the model is made to look like an “everyday” person, not a star.

Timing - this product was introduced at a time when the environmental movement is strong and moving into the mainstream.

New - this product was introduced about one and a half years ago.

Association - green works cleaner is connected to nature, flower, the outdoors and the green movement. 

Simple solutions - this message seems to say that being a part of the green movement is as simple as purchasing this product.

Symbols – this ad uses some symbols of the environmental movement such as the color green.  It also symbolizes nature by showing clean, undeveloped land and healthy trees and flowers.  The color white in the kitchen symbolizes cleanliness and a germ-free setting.

See "The language of persuasion"

8. What positive messages are presented? What negative messages are presented?

The ad promotes a new cleaning product claiming to have no harsh chemicals. While this idea can be positive, we don’t receive unbiased information in this ad.

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

This message empowers the Clorox Corporation because it’s promoting some of their new products. It may also empower some people who consider themselves to be environmentalists because it’s promoting a plant-based product instead of a petroleum based product.

On the other hand, this message may disempower some environmentalists who view this message as greenwashing—a term used to describe the practice of some corporations who claim their practices, products, or services are environmentally sustainable.

This message serves the media maker’s interest because there is a growing niche for selling so-called green products.

10.  What part of the story is not being told?  How and where could you get more information about the untold stories? 

With the green movement gaining momentum in mainstream culture, Clorox is bringing greener products into the hands of middle class. By doing so, they are able to make people feel they have joined the green movement and possibly eased the guilt people may have about their low levels of environmental consciousness.

In addition, Clorox is a company well-known for its brand of chemical and petroleum-based cleansers such as bleach, Tilex, Formula 409, Liquid Plumr, and Pine-sol, which are not healthy for a sustainable environment. These products are evidence that Clorox has not “gone green.”

According to greenbiz.com, Clorox gave $470,000 to the Sierra Club as part of their “marketing relationship.” Since then, Sierra Club has endorsed the Green Works product line and has their logo on the products. This is the first time in the history of the Sierra Club that the non-profit has endorsed a cleaning product.

Another untold story is the language that is being attached with Green Works. While Clorox calls these products “natural,” there is a small percentage of chemicals in Green Works. Moreover, the word “natural” doesn’t have an agreed-upon definition among consumer industry standards.

More information about Green Works can be found at the following websites:

www.thecloroxcompany.com

www.treehugger.com

www.greendaily.com

www.consumerreports.org