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SHELL AND THE MEDIA
Shell spent upward of $7 billion US on offshore development in Chukchi, Beaufort seas, a lot of Backlash occured as shell regularaly advertises itself as a very environmentaly friendly company. In response to Shell's Buisness plan for drilling in Antarctica, greenpeace released this video below, in response, commenting on LEGOs partnership with Shell.
Shell also recently stoped their clean energy funding that was very often used in their advertisements as shown above.
Though Shell has pulled this funding many consumers are unaware of this, due to Shell past invovlement with clean energy funding. However Shell could no longer financially support the 'clean energy initiative' as it just was no longer "economical feasible".
Consumers are aware that gas and cars are bad for the environment, however Shell's branding allows the consumer to feel better about their purchases, as if they are better person.
Shell also released a short film on youtube speaking to the future of energy and resources. Many oil companies use future innovations and investing a small percentage in clean energy . This is in order to advertise to consumers thus make consumers feel better about their purchases as well as the company itself.
Shell Oil is a frequent user of Instagram, one of their most successfu media platforms. They use pictures of animals, water and the environment. They focus greatly on the future and not the current effects of oil use. This again allow the consumer to feel as they are investing in a better future.
Social Media
The mountain image above is particularly representative of Shell's brand message, as a person stands looking out into the blue ski with mountains surrounding her. Shell even has a competition, which is listed in the comment section of the posts above, where people can enter into a competition with 'ideas to create a smarter future' and win a National Geographic Adventure! Shell has branded their oil company to be foward thinkers and contributers to a better, brighter future.
Shell also has a twitter account that they frequently use to further spread their message of creating future energy solutions by spending money on their current not energy friendly product now. The images use wind turbines, impactful quotations and striking photography to capture the viewers attention as well as make sure that the image stays with the consumer in order to guide their future purchases. Shell has created a brand that focuses on the future so much that it hopes that their consumers forget about the now.
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