Positive Discourse Construction Around Dietary Sugars Consumption

A Semio-Linguistic Analysis of Eco-Advertisements in Pakistan


  • Moushaffa Shahid Coordinator at STEM School, Faisalabad
  • Dr. Maimoona Abdulaziz Assistant Professor and Head of Department of English, National University of Modern Languages, Faisalabad
  • Zaira Qayyum BS English Scholar, Department of English, Riphah International University Faisalabad




ECDA, Linguistic Analysis, White poison, Diabetes, Discourse Analysis, Eco-Advertisements, Dietary Sugars


Eco-advertisements promote products with environmentally friendly attributes and often play a significant role in shaping public perceptions, attitudes, and use of a specific product. The consumption of dietary sugar products has become a topic of increasing concern worldwide, given its potential impact on the ecology of the human body. This research is also based on positive discourse construction around dietary sugar consumption by using a semio-linguistic analysis of eco-advertisements in Pakistan. The aims of this research are: firstly, to highlight the marked semiotic instances in relation to eco-advertisements. Secondly, to identify lexical items that have positive connotations in context with dietary sugars products, and lastly, to interpret the semiotic and lexical evidence as a tool for constructing positive discourse. The data has been collected through simple random sampling and the basic framework of Arran Stibbe has been used for data analysis. The findings of this research indicate that eco-advertisements in Pakistan tend to employ persuasive techniques such as positive framing, emotional appeals, and visual symbolism to present dietary sugar consumption in a favorable light and these advertisements emphasize the natural origins of sugars and promote their nutritional benefits.


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How to Cite

Moushaffa Shahid, Dr. Maimoona Abdulaziz, & Zaira Qayyum. (2024). Positive Discourse Construction Around Dietary Sugars Consumption: A Semio-Linguistic Analysis of Eco-Advertisements in Pakistan. Khaldunia - Journal of Social Sciences, 3(1), 110–127. https://doi.org/10.36755/khaldunia.v3i1.75