Bio, eco and sustainable production. The case of Migros and Coop

The paper is dealing with a brief investigation on terms belonging to the sphere of sustainability referred to product or commercial names which occur in the captions to the current rhetoric of organic, green, and eco-sustainable production. My corpus shows two case-studies that consist of both paper advertising material and documents collected in an eco-sustainable manner from websites or homepages of some large companies, manufacturers and retailers such as Migros and Coop.1 I have chosen two different fields of sustainable productions, one for each company: textiles in relation to climate, and energy. The focus is placed on verbal contextualization characterized by adjectives and adverbs to underline and evoke a series of associations in the consumers or in any case possible buyers. First, the strategies of the companies as well as labels and product names are presented and at the end a comparative analysis of the selected keywords is offered.