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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
Abstract
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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- Ahmed, S.,& Ashfaq, A.,. (2013). Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement. Global Media Journal, 6(2), 149.
- Ardèvol-Abreu, A. (2015). Framing theory in communication research. Origins, development and current situation in Spain. Revista Latina de Comunicación Social, (70). https://doi.org/10.4185/RLCS-1053en DOI: https://doi.org/10.4185/RLCS-1053en
- Arowolo, O. (2017). Understanding framing theory. Lagos State University: Lagos, Nigeria.
- Chan, R. Y. (2000). The effectiveness of environmental advertising: the role of claim type and the source country green image. International Journal of Advertising, 19(3), 349-375. https://doi.org/10.1080/026 50487.2000.11104806 DOI: https://doi.org/10.1080/02650487.2000.11104806
- Chen, S. (2016). Language and ecology: A content analysis of ecolinguistics as an emerging research field. Ampersand, 3, 108-116. https://doi.org/10.1016/j.amper.2016.06.002 DOI: https://doi.org/10.1016/j.amper.2016.06.002
- Coleman, R., McCombs, M., Shaw, D., & Weaver, D. (2009). Agenda setting. In K. Wahl-Jorgensen & T. Hanitzsch (Eds.), The Handbook of Journalism Studies, 147- 160. New York: Routledge.
- Davie, G. (2011). Framing Theory. Retrieved from https://masscommtheory.com/theory-overviews/framing-theory/
- Haider, T., & Shakib, S. (2018). A study on the influences of advertisement on consumer buying behavior. Business Studies Journal. )
- Hamid, S. (2015). Influential Role of Language on People through Advertisements. East West University.
- Hartmann, P., Apaolaza, V., & Alija, P. (2013). Nature imagery in advertising: Attention restoration and memory effects. International Journal of Advertising, 32(2), 183-210. https://doi.org/10.2501/IJA-32-2-183-210 DOI: https://doi.org/10.2501/IJA-32-2-183-210
- Jayakumar, A., & Kiruthiga, A. (2019). Impact Of Green Advertising On Consumer Purchase Behaviour Towards Green Products (Astudy With Special Reference To Youngsters In Salem District). Nature, 476(7359), 214.
- Johannessen, K. S., Meldere, I., Torvik, J. M., Aas, T. V., Krasnovs, A., Balteiro, B., . . . Kraze, S. (2010). The language of advertising: Powerful, innovative and environmental? . New perspectives on sustainability, (2).
- McCombs, M., & Shaw, D. (2016). The Agenda-Setting. Agenda Setting: Readings on Media, Public Opinion, and Policymaking, 17. )
- Mühlhäusler, P. (2019). Revisiting Greenspeak. In The Second Cognitive Revolution (pp. 81-88). Springer, Cham. https://doi.org/10.1007/978-3-030-26680-6_9 DOI: https://doi.org/10.1007/978-3-030-26680-6_9
- Naess, A., & Drengson, A. R. (2008). Ecology of wisdom: writings by Arne Næss. Counterpoint Press.
- Saeed, M., Ahmed, Z. U., & Mukhtar, S.-M. (2001). International marketing ethics from an Islamic perspective: a value-maximization approach. Journal of Business Ethics, 32(2), 127-142. https://doi.org/10.1023/A:1010718817155 DOI: https://doi.org/10.1023/A:1010718817155
- Stibbe, A. (2014). An ecolinguistic approach to critical discourse studies. Critical Discourse Studies, 11(1), 117-128. https://doi.org/10.1080/17405904.2013.845789 DOI: https://doi.org/10.1080/17405904.2013.845789
- Stibbe, A. (2015). Ecolinguistics Language, ecology and the stories we live. Routledge.
- Yang, T., Lee, D. Y., Kwak, Y., Choi, J., Kim, C., & Kim, S. P. (2015). Evaluation of TV commercials using neurophysiological responses. Journal of physiological anthropology, 34(1), 1-11. https://doi.org/10.1186/s40101-015-0056-4 DOI: https://doi.org/10.1186/s40101-015-0056-4
- Yuniawan, T., Rokhman, F., Rustono, R., & Mardikantoro, H. B. (2017). The study of critical eco-linguistic in green discourse. prospective eco-linguistic analysis. Humaniora, 29(3), 291-300. https://doi.org/10.22146/jh.v29i3.27441 DOI: https://doi.org/10.22146/jh.v29i3.27441
References
Ahmed, S.,& Ashfaq, A.,. (2013). Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement. Global Media Journal, 6(2), 149.
Ardèvol-Abreu, A. (2015). Framing theory in communication research. Origins, development and current situation in Spain. Revista Latina de Comunicación Social, (70). https://doi.org/10.4185/RLCS-1053en DOI: https://doi.org/10.4185/RLCS-1053en
Arowolo, O. (2017). Understanding framing theory. Lagos State University: Lagos, Nigeria.
Chan, R. Y. (2000). The effectiveness of environmental advertising: the role of claim type and the source country green image. International Journal of Advertising, 19(3), 349-375. https://doi.org/10.1080/026 50487.2000.11104806 DOI: https://doi.org/10.1080/02650487.2000.11104806
Chen, S. (2016). Language and ecology: A content analysis of ecolinguistics as an emerging research field. Ampersand, 3, 108-116. https://doi.org/10.1016/j.amper.2016.06.002 DOI: https://doi.org/10.1016/j.amper.2016.06.002
Coleman, R., McCombs, M., Shaw, D., & Weaver, D. (2009). Agenda setting. In K. Wahl-Jorgensen & T. Hanitzsch (Eds.), The Handbook of Journalism Studies, 147- 160. New York: Routledge.
Davie, G. (2011). Framing Theory. Retrieved from https://masscommtheory.com/theory-overviews/framing-theory/
Haider, T., & Shakib, S. (2018). A study on the influences of advertisement on consumer buying behavior. Business Studies Journal. )
Hamid, S. (2015). Influential Role of Language on People through Advertisements. East West University.
Hartmann, P., Apaolaza, V., & Alija, P. (2013). Nature imagery in advertising: Attention restoration and memory effects. International Journal of Advertising, 32(2), 183-210. https://doi.org/10.2501/IJA-32-2-183-210 DOI: https://doi.org/10.2501/IJA-32-2-183-210
Jayakumar, A., & Kiruthiga, A. (2019). Impact Of Green Advertising On Consumer Purchase Behaviour Towards Green Products (Astudy With Special Reference To Youngsters In Salem District). Nature, 476(7359), 214.
Johannessen, K. S., Meldere, I., Torvik, J. M., Aas, T. V., Krasnovs, A., Balteiro, B., . . . Kraze, S. (2010). The language of advertising: Powerful, innovative and environmental? . New perspectives on sustainability, (2).
McCombs, M., & Shaw, D. (2016). The Agenda-Setting. Agenda Setting: Readings on Media, Public Opinion, and Policymaking, 17. )
Mühlhäusler, P. (2019). Revisiting Greenspeak. In The Second Cognitive Revolution (pp. 81-88). Springer, Cham. https://doi.org/10.1007/978-3-030-26680-6_9 DOI: https://doi.org/10.1007/978-3-030-26680-6_9
Naess, A., & Drengson, A. R. (2008). Ecology of wisdom: writings by Arne Næss. Counterpoint Press.
Saeed, M., Ahmed, Z. U., & Mukhtar, S.-M. (2001). International marketing ethics from an Islamic perspective: a value-maximization approach. Journal of Business Ethics, 32(2), 127-142. https://doi.org/10.1023/A:1010718817155 DOI: https://doi.org/10.1023/A:1010718817155
Stibbe, A. (2014). An ecolinguistic approach to critical discourse studies. Critical Discourse Studies, 11(1), 117-128. https://doi.org/10.1080/17405904.2013.845789 DOI: https://doi.org/10.1080/17405904.2013.845789
Stibbe, A. (2015). Ecolinguistics Language, ecology and the stories we live. Routledge.
Yang, T., Lee, D. Y., Kwak, Y., Choi, J., Kim, C., & Kim, S. P. (2015). Evaluation of TV commercials using neurophysiological responses. Journal of physiological anthropology, 34(1), 1-11. https://doi.org/10.1186/s40101-015-0056-4 DOI: https://doi.org/10.1186/s40101-015-0056-4
Yuniawan, T., Rokhman, F., Rustono, R., & Mardikantoro, H. B. (2017). The study of critical eco-linguistic in green discourse. prospective eco-linguistic analysis. Humaniora, 29(3), 291-300. https://doi.org/10.22146/jh.v29i3.27441 DOI: https://doi.org/10.22146/jh.v29i3.27441