GRÜN-OHR HASE – Green Clean – KLIMAPOSITIV

Metaphern und Narrative der Nachhaltigkeit in der Lebensmittelwerbung auf Instagram

Abstract

Based on an empiric study evaluating 200 Instagram posts of four accounts in the food sector targeting questions of food advertising, this article focuses on the potential of the study’s findings when addressing aspects of sustainability in German lessons (primarily in grade 9). It becomes clear that the focus on the multimodal construction of sustainable advertising worlds enables analytical skills toward texts from the students’ sphere of life (Instagram posts). Furthermore, the analysis facilitates both the students' ability to critically comment as well as to develop action skills.