Taste the feeling: an ecolinguistic analysis of Coca-Cola advertising

Abstract

Abstract This article presents an ecolinguistic framework for analysing advertising and applies it to a wide range of TV advertisements for Coca-Cola. This particular product was selected because of well-publicised criticisms of its impact 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 judges these according to an ecosophy based on the World Health Organisation’s concept of One Health. The aim of the analysis is to reveal linguistic and multimodal features that are used to persuade people to purchase products which 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 beneficial purchasing.