Projection of Ideology in Pakistani Advertisements: A Multimodal Critical Discourse Analysis

Dr Tabassum Saba; Aimen Kashif

doi:10.32350/llr.111.07

Dr Tabassum Saba University of Lahore
Aimen Kashif University of Lahore

DOI: https://doi.org/10.32350/llr.111.07

Keywords: advertisements, discourse, ideology, multimodality, power display

Abstract

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This study aims at investigating the hidden ideology present in the selected advertisement for the audience. Online advertisements are a part of everyday observations. The advertisements used semiotic modes and discourse to convey their message. The study investigates it through the multimodality theory of Kress and Leeuwen (2006a). The sample comprising TRESemme digital advertisement is selected through purposive sampling. The research examines the semiotic modes of the angles of shots through proximal space, as well as the role of vectors, salience, and implied ideology. It analyses the ideology projected in Pakistani digital advertisements along with the embedded theme of You Attitude. The results reveal that the sample advertisement displays implied ideology to dominate the audience through power display. The conveyed meaning persuades the audience to long and aspire for the advertised products and then act upon their desires. The results explicate that the discourses generated through advertisements can be comprehensively explained through semiotic and discursive analysis.

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