Publications
Publication details [#39443]
Reynolds, Mike. 2004. How does Monsanto do it? An ethnographic case study of an advertising campaign. Text 24 (3) : 329–352.
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
Walter de Gruyter
Journal WWW
Annotation
This paper presents an ethnographic genre analysis of a 1998 British advertising campaign launched by the transnational corporation Monsanto, in an attempt to try to quiet consumer concerns about genetically modified foods.