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

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

lifestyle

through consumption

ddressing cl

imate change ultimately requires a

change

in

(westernised)

lifestyles

,

based

upon

a

reduction

in

consumption

(WorldWatch Institute 2010)

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)