An Eco-Linguistic Discourse Analysis of Selected Pakistani Advertisements

Abstract

The present study examines the selected advertisements of Pakistani TV channels. The researcher has employed the Fairclough’s three dimensional model of critical discourse analysis to study the advertisements through ecolinguistic lens. Ecolinguistics aims to study the stories which present the relationship between humans, organisms and their environment. The basic aim of the researcher was to investigate how Pakistani advertisements are constructing and representing the relationship of man with nature. Through the analysis of data the  researcher has found that Pakistani advertisements have presented a very positive relationship between humans and nature for example in the advertisements of different beauty products the natural ingredients such as honey, almond oil, Neem , sandalwood, Alo Vera, Goat Milk etc, have been presented as most effective and having healing properties for humans. Not only in the advertisements of beauty products but in the advertisements about food items, the naturally existing ingredients such as grains, wheat, almonds, Kanji, milk, salt  etc have also been represented as the natural sources of all human needs for growth and development. Hence nature has been represented in a very positive way in the selected Pakistani advertisements as the essential source of all human needs.