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Title An Ecocritical Discourse Analysis of Digital Advertisements: An Ecolinguistic Perspective

Author(s) Imrana Yousaf

Abstract The aim of the study is to examine the linguistic components of the advertisements in order to identify the narratives, created by manufacturers that seem to be environmental friendly and consistent with ecological principles. Additionally, it seeks to define the part, language plays in influencing customers' ecological preferences. The information, which is restricted to beverages and dairy items, has been gathered from the official websites of ten Pakistani food manufacturing enterprises. The advertisements are examined using Stibbe's (2015) ecolinguistic analysis methodology and the theoretical frameworks of agenda-setting theory. It is alleged that food manufacturing corporations create a variety of stories that are subtly implied, where the readers find them uninteresting, but the stories employ language to imprint specific perceptions in readers' minds and control the daily purchasing decisions of consumers. The research deconstructs the ecological attitude of the discourses and assesses them in the context of ecosophy; it is useful for people to identify the ecologically detrimental discourses and how food manufacturers might improvise their discourses to promote consumption. The language is employed in such an affable way that readers assume, it is for commercial purposes, although each story is laced with the idea of consumerism. The investigation is distinctive since it combines the fields of ecology and language. It reveals the ways that linguistic discourses are used in ads to build narratives that aim to displace the use of natural commodities. The goal of using linguistic discourses for business reasons is to commercially glorify what is being sold in the eyes of consumers as a better source of natural repercussion.

Type Thesis/Dissertation MS

Faculty Languages

Department English

Language English

Publication Date 2024-03-25

Subject English Linguistics

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