EjSBS - The European Journal of Social & Behavioural Sciences
EjSBS - The European Journal of Social & Behavioural Sciences

The European Journal of Social & Behavioural Sciences

Online ISSN: 2301-2218
European Publisher

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          An Analysis of the Linguistic Features of a Green Public Relations Campaign

          Darya Antonovna Dmitrieva ,
          Olga Vladimirovna Glukhova

          Abstract

          The article discusses the linguistic aspect of a green public relations (PR) campaign as one of the central means of contemporary promotion. An extensive theoretical background on eco PR history, instruments and usage related to the linguistic aspects is provided. The paper contains detailed information on the appearance and development of effective green PR campaigns based on a discourse analysis of the green PR campaigns of three internationally well-known brands. The empirical evidence was collected using a three-stage research framework based on a discourse-analysis methodology. The first stage describes the green PR strategies employed by Apple, H&M and Lush. The second step highlights and analyzes the common linguistic traits of these green PR campaigns and in the third part all the highlighted linguistic features are thematically collated for conclusions to be drawn. This research proves that in order to create a convincing green PR campaign, an organization needs to be aware of inherent linguistic characteristics of eco PR to formulate a strong message and lead unbreakable eco politics.

          Keywords: Green PRcampaigndiscourse-analysislinguistic aspect

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          Creative Commons License
          This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

          About this article

          Published online: 14.08.2023
          Pages: 138-151
          Publisher: European Publisher
          In: Volume 32, Issue 3
          DOI: 10.15405/ejsbs.337
          Online ISSN: 2301-2218
          Article Type: Original Research
          Cite this article

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