1noIn economic discourse, the personal satisfaction of people – individual and rational
creatures, whose identity as social being is secondary (Fairclough 2003) – can be achieved only
through the consumption of commodities. Nature’s appealing effect in ads can bring about
chances for companies to reach their goal – that is, selling more – without promoting more
conscious, sustainable, ecological approaches. This analysis focuses on an Arm & Hammer
detergents advertisement.openopenMartina NapolitanoNapolitano, Martin
