Promoting Consumer Culture: An Analysis of Pakistani Electronic Media Advertisements

Abstract

This study aims at analyzing Pakistani electronic media advertisements discourse to investigate the linguistic techniques of consumer product companies to reach more customers and sell more products. The research study focuses on the characteristic features of the advertising discourse which are intended to inculcating desirability and fostering new needs in the viewers/consumers. The data for the research consists of 12 advertisements aired on Pakistani TV channels. Linguistic analysis of the research study reveals that advertisements serve the primary function of enabling the consumer products companies to win the largest market share. Creative and innovative use of linguistic and extra linguistic features make advertising discourse powerful, potent and persuasive enough to promote the consumer culture.