IDENTITY CONSTRUCTION THROUGH ONLINE ADVERTISING OF ELECTRIC HOME APPLIANCES CRITICAL DISCOURSE ANALYSIS

Abstract

Online advertising is getting popularity due to its benefits and dynamic textual aspects. Identity creation in advertising discourse has changed with the growth of Pakistani brands on internet and social media. Every brand creates and negotiates its identity through textual and semiosis and other elements. Current study investigates how Pakistani companies build and market their identities via the use of online advertising. The emphasis is on examining the
language and semiotic tactics employed by companies in Pakistani commercials to represent their identities on their Facebook pages and websites. Fairclough's (1989) textual analysis questions, Janks' (1997) criteria for textual analysis, and Berger's (1998) semiotic framework are all incorporated into the construction of key parameters of textual analysis for the present study, which examines the linguistic, semiotic, and thematic components of the advertising discourse of selected brands using Qualitative research methodology. The parameters are then merged with Fairclough's (1989) three-dimensional critical discourse analysis (CDA) model to analyse discourse and its meanings in the social setting as the underlying theory and methodology for the current study.The study analyses how linguistic and semiotic elements are used in the advertising discourse of these businesses in Pakistan to demonstrate their uniqueness.The material is drawn from the Facebook pages and websites of three brands of home appliances: DAWLANCE, KENWOOD, and PEL.The focus was on how these firms constructed their brand identities and
linked to Pakistan's culture. The data indicate that producers use Pakistani cultural and
philosophical concepts to construct the ideal advertising brand. Customers can only be attracted
by businesses that have a profound connection to Pakistani culture. Every brand has its own
personality, but in Pakistani advertising discourse, culture, patriotism, and society play a vital part.