Ecocriticism and Environmental Awareness in Contemporary Advertising: An Analysis of the Snickers FixtheWorld Campaign
Overview
This essay introduces ecocriticism as an academic approach centered on the relationship between human life and the physical environment. The author analyzes the Snickers FixtheWorld advertisement as a case study demonstrating how commercial media can promote environmental awareness and earth-centered values through collaborative imagery and messaging.
What this essay covers
- Introduction to ecocriticism: definition and core principles emphasizing earth-centered approaches and interdisciplinary collaboration
- Analysis of the Snickers FixtheWorld advertisement and its environmental messaging through symbolism and community representation
- Examination of how the advertisement depicts global unity, transformation, and awareness of environmental-social connections
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Intro to Ecocriticism
Ecocriticism centers on the relationship between human life and the physical environment. It advocates for the earth-centered approach to life. The approach calls for collaboration across different disciplines and requires people to assess themselves as well as the surrounding environment (Purdue University). It criticizes the way individuals interact and perceive the environment around them. Usually, the ills or happenings in society are directly related to the trends in the environment. The SinckersFixtheWorld advertisement aims to enhance environmentalism as it promotes snickers. Everything in the films is related to the preservation of the world. Most of the problems that are mentioned in the advertisement can only be corrected by building a world of snickers. This is a fashion trend that is directly related to environmentalism and ensuring that people are aware of the relationships between the environment and the happenings around them.
The quest and ideas presented throughout the advertisement aim to reinvent the world. The film enhances people’s awareness of their surroundings. Notably, earth-centeredness is depicted by the way the people come together, including children, women, and professionals who are ready to reinvent the world. When the two people fall into the “snickers hole,” it affirms that the world has been reinvented, and the new trend has transformed the people. It depicts the power of coming together in a bid to promote what people believe to be right. The advert represents the working class, families, politics, shopping, manufacturing, market centers, technology, and more.