Eco-Linguistic Features in Digital Marketing
A Lexical and Semantic Analysis of Social Media Content by Pakistani Organizations
DOI:
https://doi.org/10.36755/ijll.v5i1.102Keywords:
Social Media Content , Semantics Features, Lexical Features , Digital Marketing , Eco-LinguisticsAbstract
This research examines the use of eco-friendly terminology by the most important Pakistani companies, such as Nestlé Pakistan, Khaadi, Telenor, Unilever, and Engro, in their social media advertising. The analysis covers a sample of 100 advertisements, amounting to nearly 20,000 words, and observes a constant use of green terminology like “sustainable” and “eco friendly,” as well as metaphorical expressions such as “journey to a greener future.” Furthermore, the research tourist attractions the frequent exploitation of collective pronouns and inclusive phrases, for example, “we,” “together,” and “for future generations.” These are employed to promote a sense of shared dependability among audiences. Through collocation and concordance analysis, the research demonstrates that positive, action-oriented language in these advertisements is effective in encouraging public engagement on ecological issues, all while direction-finding clear of a negative or awesome tone. Significantly, this research offers insights into how brands in Pakistan shape eco-friendly values and inspire consumers to make more sustainable choices. It provides a divergent observation on the communication of environmental messages beyond Western contexts, illustrating the exclusive strategies engaged within the Pakistani advertising landscape.
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Copyright (c) 2025 Samrina Abdul Majeed, Dr. Ayesha Zafar (Author)
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