SEMIOTIC ANALYSIS OF CARBON NEUTRALITY REPRESENTATION IN APPLE’S YOUTUBE ADVERTISEMENT ‘EVERY PRODUCT CARBON NEUTRAL BY 2030’: A PERSUASIVE LANGUAGE PERSPECTIVE
アップルのYouTube広告『すべての製品を2030年までにカーボンニュートラルに』におけるカーボンニュートラル表象の記号論的分析：説得的言語の観点から (AI 翻訳)
Abdullah Ginanjar, Agus Salim Mansyur, Erlan Aditya Ardiansyah
🤖 gxceed AI 要約
日本語
本研究は、AppleのYouTube広告におけるカーボンニュートラルの表象を、ピアースの記号論、リーチの説得言語フレームワーク、およびクレス＆ファン・レーウェンのマルチモーダル分析を用いて調査した。その結果、シンボル記号が最も顕著であり、説得的言語とマルチモーダルリソースが連携してAppleの環境への取り組みを強化していることが明らかになった。広告は、技術革新と持続可能性を補完的な価値として描き、環境責任を企業と消費者の共通の義務として提示している。
English
This study investigates the representation of carbon neutrality in Apple's YouTube advertisement using Peirce's semiotics, Leech's persuasive language framework, and Kress and van Leeuwen's multimodal analysis. Findings show that symbolic signs are most prominent, and persuasive language and multimodal resources work together to reinforce Apple's environmental commitment. The ad portrays technological innovation and sustainability as complementary, presenting environmental responsibility as a shared obligation between corporations and consumers.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
本論文は、グローバルテクノロジー企業がカーボンニュートラルをどのように広告で表現しているかを分析する枠組みを提供する。日本のSSBJや有報における企業の環境コミュニケーションの分析や、グリーンウォッシング規制の検討に示唆を与える。
In the global GX context
This paper offers a framework for analyzing corporate environmental communication, relevant to global disclosure contexts (TCFD, ISSB) where the gap between messaging and actual carbon accounting is a concern. It provides tools to assess greenwashing risks in digital advertising.
👥 読者別の含意
🔬研究者:Useful for scholars studying environmental communication, semiotics, and green advertising.
🏢実務担当者:Marketers and sustainability communicators can learn how to analyze the effectiveness of their own green ads.
🏛政策担当者:Regulators concerned with greenwashing may use these analytical methods to assess corporate claims.
📄 Abstract（原文）
Carbon neutrality has emerged as a central focus of corporate environmental communication, particularly in digital advertising, where verbal and visual elements are strategically combined to promote sustainability initiatives. While previous studies have explored persuasive language, semiotics, or multimodal communication separately, limited research has examined how these approaches interact to construct environmental meaning. This study investigates the representation of carbon neutrality in Apple’s YouTube advertisement Every Product Carbon Neutral by 2030 (2021) and examines how it shapes Apple’s ecological image and communicates its eco-ideology. Using a qualitative descriptive design, the study analyzes spoken narration, written text, and visual elements through Peirce’s semiotic theory, Leech’s persuasive language framework, and Kress and van Leeuwen’s multimodal approach. The findings show that carbon neutrality is communicated through the integration of symbolic, indexical, and iconic signs, with symbolic signs being the most prominent. Persuasive linguistic features and multimodal resources including color, typography, icons, and layout work together to reinforce Apple’s environmental commitment. These interconnected resources portray technological innovation and sustainability as complementary values while presenting environmental responsibility as a shared obligation between corporations and consumers. The study highlights the complementary roles of semiotics, persuasive language, and multimodal communication in constructing environmental meaning in contemporary digital advertising.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.31851/a46vac84first seen 2026-07-29 05:02:21
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gxceed は公開メタデータに基づく研究支援データセットです。要約・翻訳・解説は AI 支援で生成されています。 最終的な解釈・検証は利用者が原典資料に基づいて行うことを前提とします。