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Title The Politics of Green Discourse: A Critical Analysis of Eco-Advertisements in Pakistan

Author(s) Tanzeela Ishaq

Abstract This study conduct a critical evaluation, how greenwashing functions through language and imagery in product advertising in Pakistan. Using a mixed-method design, the research analyzes 110 front and 110 back labels from food, beverages, personal care, and health products. Data was compiled through purposive sampling to capture different product categories across major retail outlets. The research introduces the Tanz Model of Eco-Critical Discourse (TMED, 2025), based in established theoretical paradigms with the association of linguistic and semiotic analysis incorporating ingredient compliance audit and social impact evaluation. The model’s first phase explores the graphical and linguistic structure of green language, examining eco-labeling, green metaphors, signs, and typography. The second phase inspects the validity of environmental claims by benchmarking front-label discourse with back-label factual ingredient description. Through concordance-based corpus analysis, terms like natural, pure, and organic are calibrated against chemically synthesized components such as sodium laureth sulfate, sodium benzoate, and trans fats. The third phase estimates the acceptability of these practices by measuring their latent social and environmental implications. Findings specify a momentous incongruity between green claims and actual product formulation, with many labels using elusive or illusory terms contradict by the ingredients. This deliberate use of green discourse bearing on consumer perception while moderating the presence of non-ecological or chemically saturated approaches. By assimilating quantitative frequencies with qualitative exploration, the study elucidate a linguistically anchored conceptual structure to divulge unreliable advertising and encourage critical consumer awareness.

Type Thesis/Dissertation MS

Faculty Faculty of Arts and Humanities

Department English (Faisalabad Campus)

Language English

Publication Date 2025-12-19

Subject English Linguistics

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Rights Tanzeela Ishaq, 2025