Use of Metaphors to Frame Stories in Advertisements for the Promotion of Consumerism


  • Iqra Jabeen Assistant Professor, Department of English language and literature, University of Sargodha, Punjab, Pakistan
  • Dr. Fauzia Janjua Professor, Department of English Language and literature, International Islamic University, Islamabad, Pakistan



Commercial Discourses, Consumerist Ideology, Ecolinguistics, Metaphorical Stories


The prospects of this research study promise to inspect the linguistic dimensions of the advertisements to probe into the facets of strategic metaphorical language to unveil the tapestry of ingenious stories, evolved by manufacturers to promote consumerist ideology. The selection of twelve divertissements is based on the use of metaphors. Conceptual theory of metaphor (Lakoff and Johnson) and Stibbe’s Model of Eco linguistic analysis directed the method of this research. The analysis incurred that the novelty in the stories, through the persuasive use of impressive metaphors, developed by manufacturing companies are succinctly insinuated, as the customers acknowledge them mundane but the convincible stories inculcate certain discernments in the readers’ minds and effectively tame the priority choices of consumers to purchase it anyways. Study suggested that if the companies will associate the products with constructive ecological dimensions, it can make the products right choice for the customers and increase their value.





    Abstract Views: 21
    PDF Downloads: 18

How to Cite

Jabeen, I., & Janjua, F. (2024). Use of Metaphors to Frame Stories in Advertisements for the Promotion of Consumerism. Pakistan Languages and Humanities Review, 8(1), 370–385.