Rhetoric of repurposing "green" signs in big oil

This thesis applies ideographic analysis to British Petroleum's "beyond petroleum" campaign to explain both the rhetorical function of the campaign's materials and the role of ideology in supporting this rhetorical function. In looking at environmental campaigns, written messages and pictorial elements serve to craft an image of a company appealing to American ideologies surrounding conservation and "sustainability." Use of an ideographic analysis offers the ability to uncover the ideals presented to a society that are then replicated within the social context. The campaign, thus, reveals an unusual case study into environmental rhetoric.