CONTRIBUTION OF ADVERTISEMENTS TO ECOLOGICAL DEGRADATION IN PAKISTAN: AN ECOLINGUISTIC ANALYSIS

Abstract

Language manipulation in advertisements causes ecological degradation at the expense of promoting consumerism (Ain et al., 2021). The study aims to explore the environmental degradation from using language in advertisements in Pakistan. The research sought to investigate the specific linguistic choices made in these advertisements and their underlying ideologies that contributed to shaping the mindset of the Pakistani population. A sample of five advertisements “Khyber Match” Box, and “Pine Match” Box, Food: “Duck Meat”, “Quail Meat” and Fertilizers “Sona Urea”, were purposefully selected for analysis. Arran Stibbe’s Erasure Theory (2021) was applied as the theoretical framework of the study. Language influences human interactions with the environment, shaping mental perceptions and behaviors. Stibbe’s Erasure theory under the “Stories we live by” helps explore the causes of ecological degradation and its impact on Pakistani society. Linguistic elements appeared to promote environmentalism but, paradoxically, encouraged consumerism. Ecolinguistic analysis of the selected advertisements showed that the language of advertisements negatively contributes to the degradation of Pakistan in the form of deforestation, rare birds killing in the name of healthy meat, and overuse of fertilizers. Strict regulations should be implemented to prevent deceptive language and evaluate eco-friendly claims. Genuine sustainability efforts in ads should be encouraged and; eco-friendly products should be promoted. Environmental education should also integrated into curricula.