Journal Article

There Is No Planet B

Ashmawi, Ghada Abdel Aziz

2025

Overview

Environmental awareness plays a vital role in helping individuals and communities recognize the harmful impacts of human actions on the planet and encourages sustainable behavior. This study examines 20 environmental awareness ads from the World Wide Fund for Nature (WWF) and Greenpeace organizations using Stibbe's ecolinguistic model (2015), Conceptual Metaphor Theory, and Image Schema Theory. This study is the first to apply Image Schema Theory to visual advertisements, highlighting its value in multimodal ecolinguistic analysis. The research explores how visual image schemas interact with conceptual metaphors and ecolinguistic features to challenge dominant environmental ideologies. It also evaluates how the integration of these cognitive tools enhances ecological messaging, fosters emotional engagement, and encourages behavioral change. A comparative analysis reveals how WWF and Greenpeace employ various textual and visual strategies to reflect distinct ecological ideologies. The study demonstrates the effectiveness of combining cognitive linguistics and ecolinguistics in environmental communication and contributes a novel approach to analyzing the multimodal framing of ecological issues. The results show that the ads of both organizations share the same types of image schemas but with various frequencies. They also show that they have different target domains of the conceptual metaphors. On the other hand, they share the same ecocentric ideologies, evaluation, identities of humans and nature, and the erasure of the same elements. Meanwhile, the ads of the two organizations activate different frames.

• Publisher: جامعة عين شمس - كلية البنات للآداب والعلوم والتربية
• Subject: الرسائل البيئية / السلوك البشري / الصندوق العالمي للطبيعة / منظمة السلام الأخضر