Employing Ecolinguistics Strategies: Analyzing the Impact of Salience and Erasure in Environmental Advertising

This research explores the field of ecolinguistics, the study of the relationship between language and ecology with a particular emphasis on how language expressions affect how people perceive their surroundings. Using Stibbe's(2015)ecolinguistic paradigm of salience and erasure, six environmental commercials are analyzed and divided into constructive and destructive categories. To investigate how these strategies appear in ads and how well they work to communicate environmental messages, both qualitative and quantitative approaches are used.While the quantitative component evaluates the frequency and impact of the advertising, the qualitative analysis examines how salience and erasure are applied to them. The findings suggest that salience is a strategy that is mostly employed in constructive commercials to draw attention to important environmental issues, whereas, in destructive advertisements, both salience and erasure are equally used. According to the study's findings, salience works especially well for positive ads since it can highlight important facets of environmental campaigning.