An Ecolinguistic Analysis of Metafunctions of Language in Pakistani COVID-19 Advertorials

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This study examines the language used in advertorials of Covid 19 from an ecolinguistic perspective. Through the ecolinguistic study of advertorials on Covid 19, the elements of fear and xenophobia are dredged up. Regarding Covid 19, little research has been carried out on advertorials. This study applies Halliday's (1970) metafunctions of language proposed in Systemic Functional Linguistics (SFL) on Covid advertorials from the perspective of ecolinguistics. Fifty Covid 19 related advertorials from ten different Pakistani websites were selected. Five advertorials from each website were chosen. Ecolinguistic analysis of Halliday's three metafunctions was adopted as the analytical framework. The findings of the study indicated that the Covid 19 advertorials are exploited to accentuate and propagate xenophobia and fear in the ecosystem through different lexical choices. The findings of this study provide a guideline of didactic inferences for future researchers in the field.


1-Rabia Gul
Lecturer, Department of Linguistics, University of Haripur, KP, Pakistan.

2-Saddam Hussain
Lecturer Department of English, University of Malakand, Chakdara, KP, Pakistan.

3-Shaukat Ali
Assistant Professor, Department of English, University of Malakand, Chakdara, KP, Pakistan.


Advertorials, Covid 19, Ecolinguistic Analysis, Metafunctions, SFL

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VI - I

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Published: 03 2021

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