“Green, How I Want You Green”: The Discourse of the Brand I Feel Slovenia

Abstract

The article examines the discourse of Slovenia’s official tourism brand I Feel Slovenia. It presents a study of the English version of the official website, focusing on the ways in which the text establishes connections between emotions and emotions in the construction of the brand. Special attention is paid to the role of the word green in the discourse construction of Slovenia’s official image. The study is based on the framework of evaluative language (Martin and White 1995). The analysis shows that the word green is primarily used as a value-laden term, functioning as a placeholder for different evaluative meanings. The word green ties different strands of Slovenia’s image into a holistic concept rooted in the English-language slogan I Feel Slovenia and the label Slovenia Green.

Keywords

• I Feel Slovenia
• brand
• discourse
• English
• green