ECO-IDEOLOGIES IN PAKISTANI FOOD ADVERTISING: AN ECOLINGUISTIC DISCOURSE ANALYSIS

Abstract

The study examines eco-ideologies in Pakistani food advertisements through an ecolinguistic analysis of discourse. It examines how environmental concepts are represented and how human beings are positioned in relation to nature. A qualitative research design was chosen, and a purposive sample of 40 food advertisements was used across television, online platforms, and print media. The data were analyzed with attention to linguistic features such as vocabulary, slogans, and metaphors, as well as visual effects such as green landscapes, farms, and family backgrounds. The results show that ecological language, including words such as “natural,” “pure,” and “farm fresh,” is commonly used in Pakistani food advertising to foster favorable attitudes toward health, sustainability, and cultural values. These environmental assertions are, however, mostly symbolic and do not clearly indicate real sustainable practices. Other issues highlighted in the study include greenwashing and profit-oriented approaches that prioritize marketing objectives over environmental accountability. The IDEF0 model also highlights the contrast between existing advertising practice and a suggested eco-linguistic ethical approach. On the whole, the study highlights the need for clear, culturally sensitive, and sustainable food advertising in Pakistan.