Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans
Discussions about using metaphors in public spaces are always intriguing and have been widely explored, especially in advertising. However, few scholars have examined metaphors and their relevance to the environment, even though it is closely linked to culture and society. To bridge this gap, this s...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | deu |
| Published: |
Istanbul University Press
2024-06-01
|
| Series: | Studien zur Deutschen Sprache und Literatur |
| Subjects: | |
| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/2CF0F8FB8D614DEAADD92ADBAA0DB7A5 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850146400801652736 |
|---|---|
| author | Lilis Afifah Pratomo Widodo Erna Andriyanti |
| author_facet | Lilis Afifah Pratomo Widodo Erna Andriyanti |
| author_sort | Lilis Afifah |
| collection | DOAJ |
| description | Discussions about using metaphors in public spaces are always intriguing and have been widely explored, especially in advertising. However, few scholars have examined metaphors and their relevance to the environment, even though it is closely linked to culture and society. To bridge this gap, this study employed critical discourse analysis (CDA) to investigate how metaphorical slogans in cleanliness campaigns reflect the ideologies of their creators, that is the Berliner Stadtreinigung (BSR), particularly in the context of cleanliness campaigns. Combining the conceptual metaphor theory framework by Lakoff and CDA, the researcher conducted three phases, namely the Description Phase, Interpretation Phase, and Explanation Phase, to uncover the meanings of metaphors from 64 slogans displayed on trash bins located in various parts of the city of Berlin which represents Germany as a leader in environmental and sustainability issues. The research findings indicate that at least six ideologies are implied in the metaphorical expressions, including environmental conservation and sustainability, ecological awareness, community participation and ownership, quality of life, principles of diversity and Inclusiveness, and government and corporate responsibility. Future research could focus on the behavioral impact of cleanliness slogans, cross-cultural analyses, long-term effectiveness, and the roles of government and corporations in environmental protection campaigns. |
| format | Article |
| id | doaj-art-de85540ed09f49928729d25274bb8e57 |
| institution | OA Journals |
| issn | 2619-9890 |
| language | deu |
| publishDate | 2024-06-01 |
| publisher | Istanbul University Press |
| record_format | Article |
| series | Studien zur Deutschen Sprache und Literatur |
| spelling | doaj-art-de85540ed09f49928729d25274bb8e572025-08-20T02:27:50ZdeuIstanbul University PressStudien zur Deutschen Sprache und Literatur2619-98902024-06-0151486210.26650/sdsl2023-1399444123456Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash SlogansLilis Afifah0https://orcid.org/0000-0002-1941-7450Pratomo Widodo1https://orcid.org/0000-0002-7902-136XErna Andriyanti2https://orcid.org/0000-0002-1503-2377Universitas Negeri Yogyakarta, Depok, IndonesiaUniversitas Negeri Yogyakarta, Depok, IndonesiaUniversitas Negeri Yogyakarta, Depok, IndonesiaDiscussions about using metaphors in public spaces are always intriguing and have been widely explored, especially in advertising. However, few scholars have examined metaphors and their relevance to the environment, even though it is closely linked to culture and society. To bridge this gap, this study employed critical discourse analysis (CDA) to investigate how metaphorical slogans in cleanliness campaigns reflect the ideologies of their creators, that is the Berliner Stadtreinigung (BSR), particularly in the context of cleanliness campaigns. Combining the conceptual metaphor theory framework by Lakoff and CDA, the researcher conducted three phases, namely the Description Phase, Interpretation Phase, and Explanation Phase, to uncover the meanings of metaphors from 64 slogans displayed on trash bins located in various parts of the city of Berlin which represents Germany as a leader in environmental and sustainability issues. The research findings indicate that at least six ideologies are implied in the metaphorical expressions, including environmental conservation and sustainability, ecological awareness, community participation and ownership, quality of life, principles of diversity and Inclusiveness, and government and corporate responsibility. Future research could focus on the behavioral impact of cleanliness slogans, cross-cultural analyses, long-term effectiveness, and the roles of government and corporations in environmental protection campaigns.https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/2CF0F8FB8D614DEAADD92ADBAA0DB7A5sloganmetaphorcampaigntrashcritical discourse analysis |
| spellingShingle | Lilis Afifah Pratomo Widodo Erna Andriyanti Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans Studien zur Deutschen Sprache und Literatur slogan metaphor campaign trash critical discourse analysis |
| title | Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans |
| title_full | Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans |
| title_fullStr | Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans |
| title_full_unstemmed | Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans |
| title_short | Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans |
| title_sort | unearthing the power of metaphors how german campaigns craft catchy trash slogans |
| topic | slogan metaphor campaign trash critical discourse analysis |
| url | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/2CF0F8FB8D614DEAADD92ADBAA0DB7A5 |
| work_keys_str_mv | AT lilisafifah unearthingthepowerofmetaphorshowgermancampaignscraftcatchytrashslogans AT pratomowidodo unearthingthepowerofmetaphorshowgermancampaignscraftcatchytrashslogans AT ernaandriyanti unearthingthepowerofmetaphorshowgermancampaignscraftcatchytrashslogans |