Reconstructing Identity through Language and Image: A Multimodal Critical Discourse Analysis of Beauty Brands in Pakistan on Social Media

Abstract

The study explores luxury and affordable beauty brands construction of identities through lexical and visual strategies in Instagram advertisements within Pakistani context. The study is grounded in Multimodal Critical Discourse Analysis (MCDA) and Social Semiotic Theory and explores language and visual elements working together to form brand identities and position the target audience. The data consists of advertisements from luxury brands such as Dior, Chanel, Guerlain, Prada and YSL. The affordable brands included are Maybelline, NYX, e.l.f., Sheglam and Essence. Using purposive sampling both captions and the static images are analyzed to identify patterns in lexical choices, visual composition, and brand narratives. The findings of the study state that luxury advertisements use formal, technical language and incorporate minimalist visuals to construct a narrative of exclusivity, prestige and refinement. In comparison, affordable advertisements use interactive language with dynamic and vibrant visuals creating a sense of reliability, accessibility and everyday use for its consumers. The study concluded that beauty advertisements not only carry out product promotions, but they also operate as a multimodal system reflecting consumer identities and social meanings. The research contributes to the field of Discourse Analysis by foregrounding the impact of language and visuals in shaping brand communication in social media and digital domain.