Deciphering Linguistic Forms, Functions, and Pragmatics: An Eco-Linguistic Analysis of Environmental Campaign Slogans

Abstract

Present study finds compelling evidence for the usage of verb phrases, persuading and commanding language in Eco linguistic slogans. Data is collected in the form of 85 slogans consisting of words, phrases, clauses and sentences of environmental campaigns. This research contributes in two ways: first it conducts a descriptive analysis of data consisting of environmental campaign slogans, banners, posters and images collected from television, internet and magazines through the lens of Eco-linguistics to understand their linguistic form and function. Secondly it assesses the prevalence of pragmatic aspects within slogans to gauge their effectiveness in fostering action towards environmental stewardship through qualitative analysis. Across the Eco linguistic context, slogans are analyzed by modifying a pre-established theoretical and analytical framework of grammatical rank scale by Halliday and Speech Act Theory by Searle. Finally, it concludes that slogans consisting of verb phrases are most commonly used as tools to grasp the attention of masses as well as persuasive and commanding sentences employ pragmatic implications. Numerous implications in terms of language use, form and meaning are highlighted through descriptive qualitative analysis. These findings demonstrate a significant contribution by offering a different focus to the discussion.