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AN ECOLINGUISTIC ANALYSIS OF LINGUISTIC DISCOURSES IN ADVERTISEMENTS FRAME STORIES TO ENHANCE THEIR IMPORTANCE TO REPLACE NATURAL PRODUCTS
Corresponding Author(s) : Fasih Ahmed
Humanities & Social Sciences Reviews,
Vol. 9 No. 2 (2021): March
Purpose of the study: The purpose of the research is to analyze the linguistic features of the advertisements, to reveal the stories, developed by manufacturers, which appear to be ecologically protective and aligned with the values of ecosophy. Further, it aims to identify the role of language in establishing ecological preferences for consumers.
Methodology: The data has been collected from the official websites of five food manufacturing companies, which is made limited to beverages and dairy products. The advertisements are analysed under the theoretical framework of Agenda Setting Theory and Framing Theory, using the model of ecolinguistic analysis by Stibbe (2015).
Main Findings: It is incurred that the food manufacturing companies develop different stories that are succinctly insinuated, where the readers consider them mundane but the stories instill certain perceptions in readers’ minds and tame the purchase choices of consumers in daily life, through the use of language.
Application of this study: The research dismantles the ecological stance of the discourses and evaluates them in the light of ecosophy, it is helpful for the general public to identify the ecologically destructive discourses and how food manufacturers can improvise their discourses to increase consumerism. The language is used in such an emollient manner that the readers assume it to be for the sake of marketing but they clad the ideology of consumerism in each story.
Novelty/Originality of this study: The study is unique in the sense that it involves the area of linguistics in combination with ecology. It unveils how linguistics discourses in advertisements frame stories to replace the use of natural products. The linguistic discourses are used as a tool for commercial purposes, however, the purpose is to commercially glorify the product as a better source of natural outcome in front of consumers.
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