For more than forty years, the Dr. Seuss classic has been a clarion call for reducing consumption and promoting conservation. But the book’s eloquent environmental message is being crushed by the film’s slew of corporate cross-promotions.
The Lorax, who once spoke for the trees, now speaks for corporations. While he once warned how rampant greed and consumerism destroyed the Truffula Trees, he now sells Truffula Chip Pancakes at IHOP. The Lorax, who taught a powerful lesson about the fragility of ecosystems by describing the fate of the Brown Bar-ba-loots, Swomee-Swans, and Humming-Fish after their forest was destroyed, now welcomes consumers-in-training at Target, Pottery Barn Kids, and Whole Foods. His image is emblazoned on Seventh Generation diapers and packages of YoKids Yogurt. He’s marketing HP in classrooms. And he’s promoting Target, Comcast Xfinity, and more through online Lorax advergames and sweepstakes.
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