Metaphor and metonymy in environmental advertising

This paper explores a theme which has become widely debated both in the new ly emerging subdiscipline of ecolinguistics and in environmental discourse: the role that tropes such as metaphor and metonymy play in constructing ou r perceptions of and actions towards the environment. Next to ecolinguistic s this paper also draws on increasingly sophisticated approaches to the ana lysis of advertisements, where again figures of speech 'figure' prominently (e.g. Vorlat 1985, Cook 1992).