Lilis Afifah, Pratomo Widodo, Erna Andriyanti
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. © 2024 Istanbul University Faculty of Letters. All rights reserved.
Universitas Negeri Yogyakarta, Faculty of Languages, Arts, and Culture, Department of Language Education Science, Indonesia; Universitas Negeri Malang, Faculty of Letters, Department of German Language Education, Indonesia
