First to India, where an advert for the Ford Endeavour finds this 4x4 behemoth leaving slushy tracks on a melting polar landscape. Behind the two-tonne, seven-seater vehicle, which does just 7.5 km per litre in city driving conditions (compared to 22kmpl for India's new "People's Car", the Tata Nano), stand two rather forlorn-looking polar bears, an animal that has become the symbol of climate change. Could Ford India have chosen a more inappropriate setting to sell its wares? A children's playground, perhaps?
Ford in the UK goes for a much simpler approach with its Fiesta Zetec Climate (why would you ever use the word "climate" to name a car?) ads by accompanying a picture of the car with just a short sentence: "Most people would prefer a hot climate." It wouldn't appear as if Ford's survey of people's climatic preferences extended to those living in already parched regions of the planet now fearing the kinds of sharp temperature rises predicted by climatologists.
The messaging still not blunt enough for you? Try Hyundai's "Greed is Good" adverts then. Reprising the mantra of Gordon Gekko, Michael Douglas's odious city-trader character from the film Wall Street, is exactly what the environment needs right now, isn't it? Oh, how we need a return to the devil-may-care, me-want-now consumerism of the 1980s.Aside: when the line "greed is good" was penned for the film Wall Street in 1987, it was obviously an extreme, fringe view, that of a despicable character. Is this the case now, in the age of the Blatcherite "shareholder democracy" and "enterprise culture", where we are all encouraged to be marketing characters, constantly engaged in commerce, leveraging and monetising our assets much as sharks must constantly keep moving?
Meanwhile, someone at EDF's ad agency doesn't seem to have read Jared Diamond's Collapse:
The French energy giant EDF appears not to have done its homework before deciding to use the statues of Easter Island to reinforce its message that, "We develop tomorrow's energies for future generations." EDF is one of the world's largest suppliers of nuclear energy, an irony that ClimateDenial.org is quick to point out: "The Easter Island civilization collapsed from deforestation and overpopulation. The statues are a symbol of hubris and denial in the face of an impending environmental disaster. What staggering stupidity to use them to promote nuclear power".
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