Author's Keywords: globalization, discourse, advertising, Shell Oil	Convention All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p14070_index.html Direct Link: HTML Code:

Conly, Meghan. "'Profits and Principles': Discourse Analysis and Shell Oil's 'Living the Values' Campaign" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p14070_index.html>

Conly, M. "'Profits and Principles': Discourse Analysis and Shell Oil's 'Living the Values' Campaign" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p14070_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: The adoption by corporations of counter-culture language and images seems to be a popular strategy in recent times. In a world where increasing corporate power and presence have lead to widespread protest and debate, corporations realize the potential profitability that comes with having a good social and environmental image. In this paper I will look at one specific case of this phenomenon: the Shell Oil �Profits and Principles� public relations campaign, launched in 1998. I will use methods of critical discourse analysis to argue that this type of discourse cooptation serves a more significant purpose than merely improving a corporation�s image; that it in fact serves the broader project of economic liberalization and reinforcement of hegemonic ideas by couching globalist projects, not only in powerful and deceitful language, but specifically in the language of its �enemies�. The first part of this paper involves a theoretical discussion of the notion of globalization, the field of critical discourse analysis, and the methodology I use. The second part analyzes in depth three of the campaign�s advertisements. I conclude by posing some questions concerning the impact of campaigns such as this on the anti-globalization movement.

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