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Title A Multimodal Analysis of Packed Food Advertisements: An Ecolinguistic Perspective

Author(s) Huma Farhan

Abstract This qualitative study investigates the advertisement strategies used to promote the sale of packed food products using multiple modes and symbols for promotional purposes. The theoretical framework helps to relate the interpretation of linguistic and visual elements to the ecolinguistics perspective. The conceptual framework is based on Kress and Leeuwen's (2008) multimodality and Stibbe’s (2015) ecolinguistics to inform consumers about the imperative of preferring the consumption of packed food products, with specific stress on justifying environmental degradation stemming from the excessive use of packed food products. Kress and van Leeuwen’s comprehensive framework support the identification of multimodal strategies by inspecting the representational and interactive meaning created by the advertisers to target the consumers in the selected advertisements. The message composed through these elements communicates with the consumers, potentially influencing their behaviour and compelling them to purchase. Likewise, the integration of an ecolinguistic perspective enables an investigation of the advertising discourse to elicit stories based on consumers’ personal interests which potentially leads to goods consumption that are harmful to both people and the environment. The analyzed data sheds light on the possible influence of consumer choices on the environment. The study analyzes six categories of packed food, examining 30 advertisements to uncover strategies used to attract and persuade consumers. It also investigates the environmental impact and explores how advertising affects eco-friendly purchasing. This research aims to amend the purchasing decisions that can contribute to a sustainable and greener society in Pakistan by highlighting the environmental problems caused by the consumption of packed food. The study also educates consumers about making choices that are beneficial for their health and help preserve the environment. It also suggests that companies or food industries create narratives promoting environmental sustainability.

Type Thesis/Dissertation MS

Faculty Languages

Department English

Language English

Publication Date 2024-05-02

Subject English Linguistics

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Format APA

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