“QUENCH THE THIRST OF SUMMER WITH THE JUICE PRODUCTS” ANALYZING THE DISCOURSE OF JUICE PRODUCT COMMERCIALS IN THE PAKISTANI MEDIA INDUSTRY

Authors

  • Ali Siddique Ph.D. Scholar, University of Sindh.
  • Illahi Baksh Assistant Professor, Institute of English Language & Literature, University of Sindh
  • Wahid Ud Din Ph.D. Scholar, University of Sindh.

Keywords:

Brands, Commercials, Ideology, Media, Pakistan, Juice products

Abstract

This paper is an attempt to analyze the commercials of juice brands on television of Pakistani Media. The commercials that are taken to be analyzed are the two renowned brands of Juice products in Pakistan. The names of these renowned brands are “Nestle Fruita Vitals” and “Pakola Flavored Milk”. The aim of this paper is to analyze the linguistic devices that have been used to promote the specific ideology behind commercializing the two brands of juice products in Pakistan. The specific motto has been highlighted behind each of the commercial advertisements. The article tends to present the catchy phrases and the particular words that have been used in these
two advertisements of juice products that inculcate certain ideologies for their listeners to buy their brand. The procedure of analysis was processed with the help of Fairclough’s model of the “ThreeDimension Framework” (1989). The analysis has presented the philosophical frame behind these two commercial brands. The critical analysis of discourse helped to know about the different
strategies that have been adopted by the advertisement makers to sell the juice products of two separate commercial brands in Pakistan. They are briefly explained and interpreted in the light of the CDA model. The analysis of data has revealed a fact that the commercial designers of the two juice brands tried to use specific rhetorical devices to attract the mindset of people to buy
products. The advertisers try to convince the general public that their juice brand as that they wanted should be introduced in the market. It is better in comparison to all the other juice brands in Pakistan. Therefore, the present study has tried to reveal this fact with a comparison of advertisement content in two different juice brands in Pakistan.

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Published

2023-06-02

How to Cite

Ali Siddique, Illahi Baksh, & Wahid Ud Din. (2023). “QUENCH THE THIRST OF SUMMER WITH THE JUICE PRODUCTS” ANALYZING THE DISCOURSE OF JUICE PRODUCT COMMERCIALS IN THE PAKISTANI MEDIA INDUSTRY. Pakistan Journal of Society, Education and Language (PJSEL), 9(2), 114–124. Retrieved from https://pjsel.jehanf.com/index.php/journal/article/view/1127