A Semantic Analysis of Pakistani Commercial Slogans through the Lens of Leech’s Theory

Abstract

The use of advertisements plays a vital role in verbal and nonverbal communication through language. These advertisement slogans are used in different fields, especially at the commercial level, to attract an audience for a specific product, which will eventually affect their sales or purchases. This qualitative-descriptive research looks at the effective and convincing power of ad slogans produced within the Pakistani context. The semantic study focuses on the main purpose of slogans, through which brands target their audience and can promote and publicise their products. The study’s theoretical framework is based on Leech’s associative meaning (1981) and its subtypes. It is perceptible research that states the semantic outlook of ad slogans. The research also provides clarity and analysis of advertising language from a linguistic viewpoint and focuses on the corporal and semantic features of slogans for commercials and advertisements. Ads that are analysed in this research are selected through a random sampling technique. The results show that these short, catchy phrases help to grab the attention of the audience and also play a vital role in the advertisement and promotion of a particular product or service and the marketing of a brand, as they give a constructive impression. An effective ad slogan creates a memorable image in the customer’s mind and helps a brand get noticed and remembered.