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LINGUISTIC MANIPULATION IN PAKISTANI TEA COMMERCIALS A CRITICAL DISCOURSE STUDY

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17 Pages : 251-263

http://dx.doi.org/10.31703/gdpmr.2023(VI-II).17      10.31703/gdpmr.2023(VI-II).17      Published : Jun 2023

Linguistic Manipulation in Pakistani Tea Commercials: A Critical Discourse Study

Abstract

    This paper intends to study the techniques and strategies employed in TV advertisements to discover hidden agendas and to bring awareness among readers/consumers. It has been aimed at analyzing tea advertisements in Pakistani electronic media, and investigating how advertisers make use of the discourse to convince customers to buy their products. The main purpose was to analyze different linguistic devices used by advertisement production companies to grab customers’ attention to purchase their products. The advertisements analyzed are different types of tea which have been selected from Pakistani TV commercials. The methodology adopted in this study is qualitative and the analysis is done keeping in view the idea – a three-dimensional model of Norman Fairclough (2015) for analyzing discourse critically. After careful observation and analysis, the researchers have found out that the advertisers have applied various linguistic strategies i.e. the use of pronouns,adjectives, imperatives etc. to attract the audience/customers towards their products. It is in a way linguistic manipulation which is there in commercial discourses to affect the cognition of the viewers.

    Language Manipulation, TV Commercials, Critical Discourse Analysis, Norman Fairclough

    (1) Moeeza Bashir
    M.Phil. Scholar, Department of Languages, The University of Chenab, Gujrat, Punjab, Pakistan.
    (2) Muhammad Akbar Khan
    Associate Professor, Department of Languages, The University of Chenab, Gujrat, Punjab, Pakistan.
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Cite this article

APA

CHICAGO

    CHICAGO : Bashir, Moeeza, and Muhammad Akbar Khan. 2023. "Linguistic Manipulation in Pakistani Tea Commercials: A Critical Discourse Study." Global Digital & Print Media Review, VI (II): 251-263 doi: 10.31703/gdpmr.2023(VI-II).17

HARVARD

    HARVARD : BASHIR, M. & KHAN, M. A. 2023. Linguistic Manipulation in Pakistani Tea Commercials: A Critical Discourse Study. Global Digital & Print Media Review, VI, 251-263.

MHRA

    MHRA : Bashir, Moeeza, and Muhammad Akbar Khan. 2023. "Linguistic Manipulation in Pakistani Tea Commercials: A Critical Discourse Study." Global Digital & Print Media Review, VI: 251-263

MLA

    MLA : Bashir, Moeeza, and Muhammad Akbar Khan. "Linguistic Manipulation in Pakistani Tea Commercials: A Critical Discourse Study." Global Digital & Print Media Review, VI.II (2023): 251-263 Print.

OXFORD

    OXFORD : Bashir, Moeeza and Khan, Muhammad Akbar (2023), "Linguistic Manipulation in Pakistani Tea Commercials: A Critical Discourse Study", Global Digital & Print Media Review, VI (II), 251-263

TURABIAN

    TURABIAN : Bashir, Moeeza, and Muhammad Akbar Khan. "Linguistic Manipulation in Pakistani Tea Commercials: A Critical Discourse Study." Global Digital & Print Media Review VI, no. II (2023): 251-263. https://doi.org/10.31703/gdpmr.2023(VI-II).17