While aimlessly scrolling through Twitter, I stumbled upon an interesting approach to advertising—a post framed as a shout-out to another company. The post was made by Malarkey Products, a company primarily specializing in roofing manufacturing in the United States of America. The caption and image aim to publicize their eco-friendly products, not necessarily directing the audience to a specific product but rather to their repertoire of products in general. The advertisement features a picture of a project that has used their product—a house—along with information about the materials used, such as shingles and granules, accompanied by additional details about the product itself and the company’s logo.
The post consists of two sections: the caption and a still image. Starting with the latter, we see a straightforward graphic showcasing the look of the product they are trying to sell at the top while reinforcing their environmentalist message by listing some of the repurposed materials used to manufacture it at the bottom. The color green and the term “Eco Offset”—referring to their effort to offset the carbon emissions caused by their business—also serve to emphasize this message and make it one of the main points of the post. It is also relevant to mention that the photo of the house, which has had the company’s granules and shingles installed, is taken from an angle that showcases the product while also allowing for a clear view of the surrounding greenery.
Regarding the caption, the entire post is framed as a shout-out and a way to congratulate a remodeling company for using eco-friendly products that contribute to keeping the planet healthy. This message reinforces a positive image of both the product and the company.
The ad conveys several key messages to the viewer, all working to position the company as a viable option for anyone building or renovating a home. First, focusing on the caption, the company presents itself as one that values collaboration and recognizes other businesses, portraying itself as a reliable option for its products while also supporting others through acknowledgment and shout-outs. Second, the company emphasizes its ecological awareness and commitment to fighting pollution, making it clear that its products help reduce smog and are made using recycled tires and plastic bags—all while maintaining high quality. This message is primarily conveyed through the importance placed on the origin of their products, the praise given to clients for their environmentally friendly choices, and the prominent use of the color green, which in marketing is closely associated with environmental responsibility, sustainability, and ethical practices (Lim, Baek, Yoon, and Kim 2020). Finally, the high-quality image of the renovated house, accompanied by lush grass and trees, allows the product’s results to speak for themselves, delivering the implicit message: “You’ll see great results with us while still keeping nature around you healthy.”
While I believe this ad effectively conveys its intended message to the target audience—clearly informing construction agencies and renovation services that Malarkey Products should be considered—I see a significant issue that may work against the company’s interests. The main concern is the decision to post this ad on Twitter, a social media platform known to primarily attract young adults. According to a 2024 survey conducted by Semrush Holdings, the majority of Twitter’s user base consists of young adults under the age of 34, with more than 60% falling into this category (Duarte 2025). The problem is that the company’s primary target audience—those most likely to collaborate with them and purchase their products—consists of American business owners, who, according to a 2020 United States Census Bureau report, are typically 35 and older (United States Census Bureau 2020). In other words, this ad is being placed on a platform where the majority of viewers are outside the company’s intended demographic, making it more likely to be ignored or even tampered with, as evidenced by the number of hidden replies the post has received.
While I’m certainly sure that I don’t fit their target audience, I consider that the ad works well enough for what it’s trying to do, its main issue being where it was posted and the fact that a lot of people, especially those from the most common sector on the website they posted it on, have grown disillusioned with green advertising—even to the point where they may use it as a basis for developing a more cynical and negative opinion of a brand (Nyilasy, Gangadharbatla, and Paladino 2014). Its strengths are in the fact that it’s simple, straightforward, and, if you are someone working in the industry they cater to, informative enough to convince you to continue or start buying from their company.
Bibliography
Lim, Dongjae, Tae Hyun Baek, Sukki Yoon, and Yeonshin Kim. “Colour Effects in Green Advertising.” International Journal of Consumer Studies, 2020. https://doi.org/10.1111/ijcs.12589.
Duarte, Fabio. “X (Formerly Twitter) User Age, Gender, & Demographic Stats (2024).” Exploding Topics, January 13, 2025. https://explodingtopics.com/blog/x-user-stats.
United States Census Bureau. “Business Owners’ Ages: Over Half of U.S. Business Owners Were Age 55 and Over.” Census.gov, September 25, 2020. https://www.census.gov/library/visualizations/2020/comm/business-owners-ages.html.
Nyilasy, G., H. Gangadharbatla, and A. Paladino. “Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions.” Journal of Business Ethics 125, no. 4 (2014): 693–707. https://doi.org/10.1007/s10551-013-1944-3.
Luis Zablah
I believe the analysis is well-organized and thorough, especially in its organization. It segments the discussion into different sectors. First, it provides a general overview of the image, commenting on the advertisement’s clear physical attributes. Then it analyzes its first sector, the caption in a clear and detailed way by explaining the implications of the text, what it means and how it interacts with the image below. Then the analysis jumps into the image, discussing the use of colors and text to create a lively picture with an overall message. I believe an interesting approach was taken in examining a new format of advertising, which the author coins as a “shoutout.” This term is used to describe how the advertisement is framed as a tribute to another company for its use of their eco-friendly products. The analysis effectively explains the weight and impact of this format and image, highlighting various visual elements such as the use of green, the angle of the photo, and the inclusion of trees and grass. Additionally, the essay makes good use of scholarly sources to support its claims, integrating them effectively to add depth to the argument. However, one aspect that I felt was missing was a deeper exploration of why this advertisement is considered an example of “greenwashing.” Rather than focusing primarily on the platform where the advertisement appears, I suggest finding a balance between discussing greenwashing itself and the company’s social media platform choices to provide a deeper analysis.