A Multimodal Discourse Analysis of Laundry Detergent Advertisements in Pakistan

Abstract

This research conducts a comprehensive multimodal discourse analysis of the language employed in television advertisements. Advertising, as the engine of commerce, plays a critical role in the success of a company in this increasingly commercialised society. The objectives of present research are to explore how Pakistani laundry detergent advertisements influence people, and how these ads change their way of thinking. This study examines Pakistani laundry detergents and their slogans to attract consumers. The research employs a qualitative approach, primarily utilizing the Multimodal Discourse Analysis framework developed by Kress and Leeuwen in 1996. This framework enables a thorough examination of visual elements in the selected materials, deciphering three fundamental meanings: representational, interactional, and compositional. The research unveils the significant impact of Pakistani laundry detergent advertisements on shaping consumers’ perceptions and behaviors. It exposes the intricate strategies employed by detergent advertisers to promote their products and engage with their target audience.