Influencing the Minds of Consumers: A Critical Discourse Analysis of Khana Peena Aur Dil Ki Baat (7Up Pakistan, 2022)
DOI:
https://doi.org/10.62843/jrsr/2026.5a185Keywords:
Critical Discourse Analysis, Advertisements, Advertising Language, Language of Advertisements, Language Use, Manipulation, Language of Persuasion, Language for MarketingAbstract
This paper attempts a critical discourse analysis of Khana Peena Aur Dil Ki Baat (7up Pakistan, 2022) to explore how advertisers influence consumers' minds. The sample has been analyzed under the conceptual framework of Fairclough's (1995) three-dimensional model of Critical Discourse Analysis. The results reveal the use of numerous techniques, including (but not limited to) coinage, rhyme, metaphor, assonance, imagery, celebrity endorsement, choice of words, cultural food, and emotional appeal for influencing and persuading audiences into purchasing products. The paper also introduces the concept of ad-acts following Siddique & Uzair's (2018) notion of film-acts. In short, the paper deepens the understanding of advertising language, informing the fields of Media Studies, Communication, and Linguistics.
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