Research ProjectGreenwashing in the Media Nowadays, companies have mastered the technique of misleading customers by fabricating false claims about an eco-friendly product or service that they swear to provide. This false exposure of information is called “Greenwashing,” a spin-off of “Whitewashing.” Greenwashing can be said to be a global phenomenon and is commonly seen in advertisements, on product packaging, on websites, in emails, in speeches and in videos (just to name a few). Greenwashing is a thoughtful process, a planned and typically well-designed campaign. There is a wide range of reasons why companies are eager to take part in greenwashing; divert attention from regulatory changes, persuade critics or consumers, expand the company's market and make it appear attractive. The goal of this article is to provide three examples of “greenwashing” and link these examples to Downing et al. concepts. To help further explain these misleading claims, a company well recognized in the media is called Terrachoice. “Terrachoice's Environment Marketing Consulting practice converts knowledge of markets, science and marketing into winning, customer-centric solutions to help sustainability leaders deliver results” (“The Six Sins,” 2007). Terrachoice has conducted a study on “Environmental Claims in North American Consumer Markets” and found shocking results that prompted warnings to potential consumers about the “six sins of greenwashing.” Terrachoice Company was designed to improve communication between buyers and consumers , helping to improve, strengthen and demonstrate the market relationship. Companies that practice greenwashing commonly use the words 'green', 'energy efficiency' and 'clean' to expose... half the paper... efit” (p . xx).More and more people will encounter greenwashing ads from news to advertising; however, it is important to recognize the exaggeration, persuasiveness and omission of information in these ads. It is evident that any form of media is full of manipulation; extracting consumer perceptions, actions, fears, desires and values. In our text Downing et al. begins by saying that “empiricist communication research…is concerned more with questions, problems and perspectives than with the mere exposition of detailed facts. Indeed, critical scholars argue that facts in themselves are impossible to interpret unless they are embedded in some model or theory of how media and society work” (xxviii). I think this sums up why we should all be critical in a positive way and should use theories that help us analyze media material.