A Multimodal Discourse Analysis of Laundry Detergent Advertisements in Pakistan

Authors

  • Muhammad Zubair Visiting Lecturer, Department of English, University of Sahiwal, Punjab, Pakistan
  • Syed Ali Bilal BS English, Department of English, University of Sahiwal, Punjab, Pakistan
  • Maryam Abdul Rehman BS English, Department of English, University of Sahiwal, Punjab, Pakistan

DOI:

https://doi.org/10.47205/plhr.2023(7-III)71

Keywords:

Advertisers, Compelling Language, Discourse Analysis, Laundry Detergents, Multimodal, Pakistani Advertisements, Meta Functions

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.

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Published

2023-09-30

Details

    Abstract Views: 135
    PDF Downloads: 79

How to Cite

Zubair, M., Bilal, S. A., & Rehman, M. A. (2023). A Multimodal Discourse Analysis of Laundry Detergent Advertisements in Pakistan. Pakistan Languages and Humanities Review, 7(3), 823–835. https://doi.org/10.47205/plhr.2023(7-III)71