DefinePK

Abstract

Eco-advertisements promote products with environmentally friendly attributes. The way a product is perceived by the public can have a significant impact on its success. From shaping attitudes to influencing usage, the public's perception of a product is key. The consumption of dietary sugar products has become a topic of increasing concern worldwide, given its potential impact on the ecology of the human body. This research is also based on positive discourse construction around dietary sugar consumption by using an analysis of eco-advertisements from a semiotic and linguistic perspective.in Pakistan. “The objectives of this research are: firstly, to highlight the marked semiotic instances concerning eco-advertisements. Secondly, to identify lexical items that have positive connotations in context with dietary sugars products, and lastly, to interpret the semiotic and lexical evidence as a tool for constructing positive discourse. The data has been collected through simple random sampling and the basic framework of Arran Stibbe has been used for data analysis. The results of this study suggest that eco-advertising  in Pakistan tend to employ persuasive techniques such as positive framing, emotional appeals, and visual symbolism to present dietary sugar consumption in a favorable light and these advertisements emphasize the natural origins of sugars and promote their nutritional benefits.