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PROMOTING CONSUMER CULTURE AN ANALYSIS OF PAKISTANI ELECTRONIC MEDIA ADVERTISEMENTS

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33 Pages : 445-459

http://dx.doi.org/10.31703/grr.2018(III-I).33      10.31703/grr.2018(III-I).33      Published : Dec 2018

Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements

Abstract

    This study aims at analyzing Pakistani electronic media advertisements discourse to investigate the linguistic techniques of consumer product companies to reach more customers and sell more products. The research study focuses on the characteristic features of the advertising discourse which are intended to inculcating desirability and fostering new needs in the viewers/consumers. The data for the research consists of 12 advertisements aired on Pakistani TV channels. Linguistic analysis of the research study reveals that advertisements serve the primary function of enabling the consumer products companies to win the largest market share. Creative and innovative use of linguistic and extra linguistic features make advertising discourse powerful, potent and persuasive enough to promote the consumer culture.

    Discourse, Advertisement, Beauty, Consumerism, Language, Symbols, Producers

    (1) Rashida Imran
    Lecturer,Department of English,Allama Iqbal Open University, Islamabad, Pakistan.
    (2) Saira Maqbool
    Assistant Professor,Department of English,Allama Iqbal Open University, Islamabad, Pakistan.
    (3) Ameer Sultan
    Lecturer,Department of English,International Islamic University, Islamabad, Pakistan.
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Cite this article

APA

    APA : Imran, R., Maqbool, S., & Sultan, A. (2018). Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements. Global Regional Review, III(I), 445-459. https://doi.org/10.31703/grr.2018(III-I).33

CHICAGO

    CHICAGO : Imran, Rashida, Saira Maqbool, and Ameer Sultan. 2018. "Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements." Global Regional Review, III (I): 445-459 doi: 10.31703/grr.2018(III-I).33

HARVARD

    HARVARD : IMRAN, R., MAQBOOL, S. & SULTAN, A. 2018. Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements. Global Regional Review, III, 445-459.

MHRA

    MHRA : Imran, Rashida, Saira Maqbool, and Ameer Sultan. 2018. "Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements." Global Regional Review, III: 445-459

MLA

    MLA : Imran, Rashida, Saira Maqbool, and Ameer Sultan. "Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements." Global Regional Review, III.I (2018): 445-459 Print.

OXFORD

    OXFORD : Imran, Rashida, Maqbool, Saira, and Sultan, Ameer (2018), "Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements", Global Regional Review, III (I), 445-459

TURABIAN

    TURABIAN : Imran, Rashida, Saira Maqbool, and Ameer Sultan. "Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements." Global Regional Review III, no. I (2018): 445-459. https://doi.org/10.31703/grr.2018(III-I).33