| Abstract [eng] |
The present Master’s thesis deals with 109 advertising messages in which the words gamta (nature), natūralus (natural), ekologiškas (ecological) were actualized. Conceptual metaphors, word collocations, the place of elements in the texts of advertisements and visual means that aid to convey the concept of NATURE are discussed applying the methods of linguistic pragmatics, conceptual analysis and interpretation. The noun gamta was actualized in 31 examples of conceptual metaphors, where nature is portrayed as a personified being, possessing affirmative intentions towards humans. Gifts of nature are frequently mentioned, while nature itself is also described as a fountain of vitality. The majority of collected metaphorical expressions reveal a consumerist approach to nature, whereas only two of the drawn examples emphasize the importance of human consciousness and responsibility, necessary to achieve the harmony with nature (<...> žmonės turi gyventi darnoje su gamta (people are ought to live in harmony with nature); Tausokime gamtą drauge! (Let’s take care of nature together!). The focus in the analyzed advertising messages lays on non-verbal means of transmitting information, whilst the textual part is kept to a minimum. Essential information is positioned in the centre of an ad, logos and images of the products are used in order to help the costumer to identify a specific brand. The dominant shades in the color palette associated with nature are green and brown, white is usually linked to the purity of nature. Motives of water, meadows, trees and other flora create an idyllic setting. Most often the words gamta, natūralus, ekologiškas were used in the main text of advertising messages (a total of 127 times), the least often they were found in slogans (a total of 6 times). It can be inferred that the frequency of the mentioned words actualized in different textual elements of an advertisement depend on the field a specific brand focuses on. If a manufacturer specializes in the creation of enviromental-friendly produce, it is reflected in the slogan likewise, whereas others use them to describe a newly created item. The vast majority of word collocations, with one of the members being an adjective natūralus or ekologiškas, is related by concordance relations between a noun and an adjective. Such collocations describe ingredients or characteristics of a product that is being advertised. |
