Competitive Altruism:Being Green in Public

http://www.time.com/time/health/article/0,8599,1902361,00.html
Competitive Altruism: Being Green in Public
John Cloud examines the new phenomena from political angles and from the standpoint of an everyday worldly citizen in his piece on the environment. He is analyzing how humans make decisions regarding environment-friendly products. The article starts with a questioning tone as the author pauses to examine the new environmental phenomena. “Conservatives do so partly because they believe pursuing self-interest in the form of material pleasures is necessary for the proper functioning of markets. Liberals do so because they believe rampant materialism can distort the proper functioning of democracies (and because "Yes We Can" T shirts don't need dry cleaning anyway). But what if environmentalism didn't really involve sacrifice in the first place?” The author examines the ‘image’ that is created by green-friendly citizens. By linking the green persona to the political factions of our nation, he is making the ‘green cycle’ more relatable. This is an appeal to ethos and pathos as the author continues. He says “And as the aphorist Publilius Syrus wrote a couple thousand years ago, "A good reputation is more valuable than money." The author quotes Syrus to make the readers think and branch into his main argument about the inherent quality of human character.
The article has an informal style due to Cloud’s frustration, and presents compelling arguments using highly developed vocabulary, inconsistent syntax (he goes from what should exist to the present), and effectively displays Cloud’s point, and his desperate attempt to change society for the better.
Cloud presents a story in his article examining the economic and moral effects of a green culture. He is effectively examining why members of society ‘Go Green’ and why people buy the ‘green products’ if they don’t really care. He presents Griskevicius’s study to signify his boiling and frustrated view. He has ideas, he wants ‘green life’ to become more easily accessible without causing burdens on the wallets of Americans.
The article consists of two major sections. What exists in today’s society as far as the environment is concerned-and what could exist. The author uses inflated vocabulary to bolster his opinions but takes a concerned and active tone in his article. “Griskevicius and his colleagues recommend that companies find a way to publicize the fact that celebrities buy green products. They might also consider keeping those products at a higher price, since penniless people can't afford to indulge in status-seeking and others will pay a premium for it. We may all be selfish and petty, but there's no reason the planet can't benefit from those shortcomings.” The author quotes Griskevicius and suggests multiple ideas that he has on the environment. He is responding to the environment in a clever way. He is using his written work in effect, to influence the decisions of Americans. He is attempting to inspire change.Cloud states “Those who read the status-priming story were far more likely to pick the green product than the luxury product. They were also more likely to pick the green product than another control group that read neither of the priming stories.” Society is inherently flawed as he points out, and often is inspired by ‘control’. However society has a heart, and a mind for their wallets. Cloud’s suggestions are cleverly laced within the text of his article, and it demonstrates his fuming passion to help cause an environmental change.