(PDF) Where has all the oil gone? BP branding and the discursive ...

The central role of the

consumer in the “realisation” and the “co

-

production of the values” the brand

promises

is

thus

premised

upon

the

primary

role

of

consumption

within

contemporary culture (Arvidsson 2006, 35)

ddressing cl

imate change ultimately requires a

change

in

(westernised)

lifestyles

,

based

upon

a

reduction

in

consumption

(WorldWatch Institute 2010)

at the same time the very logic of branding is indebted to the promotion of

lifestyle

through consumption