Year 2024,
Issue: 51, 48 - 62, 26.06.2024
Lilis Afifah
,
Pratomo Widodo
,
Erna Andriyanti
References
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Unearthing the Power of Metaphors: How German Campaigns Craft Catchy Trash Slogans
Year 2024,
Issue: 51, 48 - 62, 26.06.2024
Lilis Afifah
,
Pratomo Widodo
,
Erna Andriyanti
Abstract
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.
Ethical Statement
Because this research did not involve people as participants, we did not draw an ethical statement.
Supporting Institution
The Assessment and Application of Technology Research Organization (BPPT) Indonesia, the Educational Fund Management Institution (LPDP) Indonesia, and the Berliner Stadtreinigung (BSR) Germany.
Thanks
The Assessment and Application of Technology Research Organization (BPPT) Indonesia, the Educational Fund Management Institution (LPDP) Indonesia, and the Berliner Stadtreinigung (BSR) Germany.
References
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- Romano, M. & Porto, M. D. (2018). ‘The tide, change, nobody can stop it’: Metaphor for social action. Discourse & Society, 29(6), 655-673. Retrieved October 07, 2023, from https://doi.org/10.1177/0957926518802914. google scholar
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