Ecolinguistics and Branding: A Dual Analysis of Nature-Related Terms and Commercial Semantics in the "NOW Corpus"

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Department of English Language and Translation, Faculty of Foreign languages and Translation. 6 October City.

Abstract

This research investigates the linguistic representation of nature-related terms within the "NOW Corpus" through the theoretical lens of Systemic Functional Grammar (SFG). It examines how terms such as environment, ecosystem, and sustainability are utilized in contemporary discourse, analyzing their frequency, syntactic behaviors, and transitivity patterns to uncover underlying ecological narratives. Additionally, the research delves into the semantic transformation of these terms in branding and commercial contexts, revealing how they are reappropriated to evoke symbolic meanings aligned with consumer appeal. Through the integration of ecolinguistic analysis with commercial semantics, the research highlights the dual role of language in shaping environmental awareness and cultural perceptions of nature. The findings underscore the tension between the ecological integrity of terms and their commodification in branding, offering significant insights into linguistic adaptation and the sociocultural dynamics of language use. These insights have implications for both ecolinguistics and marketing discourse, with practical relevance to sustainability communication and policy-making, particularly in alignment with Egypt’s Vision 2030 objectives for fostering environmental sustainability and community participation

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Misr University Journal for Humanities
Volume 5, Issue 1
(linguistics and literature)
January 2025
Pages 367-384

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