THE PERFECT BOOST” AN ECO-LINGUISTIC ANALYSIS OF ENERGY DRINK ‘STING’ ADVERTISEMENT

Abstract

This present study focuses on an eco-linguistic framework for examining advertising and applies it to a widespread range of TV advertisements for the energy drink Sting. This particular product was selected because of well-publicized criticisms of its influence on health and the environment. The framework classifies advertisements into one of five types: classic-type, identity-type, narrative-type, cause-type, and counter-type, with many advertisements being hybrids of more than one type. The analysis uses multi-modal discourse analysis to reveal underlying messages behind the advertisements and explores these according to an ecosophy based on the World Health Organization's concept of One Health. The analysis aims to reveal linguistic and multimodal features that are used to persuade people to purchase products that potentially harm both the consumer and the environment. The results can be practically applied in critical language awareness materials that can promote healthier and more environmentally friendly purchasing.