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The text aims at discussing the verbo-visual means of expression employed in three climate change-related campaigns in the context of their effectiveness. The chosen climate change awareness raising campaigns by two non-governmental organisations, EcoEduca and World Wide Fund for Nature Inc. (WWF), deal with the results of Arctic permafrost thaw resulting in the loss of sea ice dependent animals’ habitat. A cognitive linguistics oriented analysis refers to the theory of metaphor (Lakoff and Johnson 1980,  Forceville 1996 ,  Kövecses 2002 , 2014), conceptual blending (Fauconnier and Turner 2003), and construal ( Langacker 1987 , 2008). The visual layer will also be described with reference to a grammar approach to visual communication (Kress and Van Leeuwen 1996, 2001,  Machin 2010 ).

lodz papers in pragmatics

Animals are the homeless: A portrayal of sea ice dependent animals losing their natural habitat. A cognitive linguistics-oriented analysis of chosen climate change awareness raising campaigns