Critical Discourse Analysis: Analysing Pakistani real estate print advertisements
| dc.contributor.author | Umara Shaheen | |
| dc.date.accessioned | 2013-10-29T12:07:57Z | |
| dc.date.available | 2013-10-29T12:07:57Z | |
| dc.date.issued | 2013 | |
| dc.description.abstract | The current study presents the critical discourse analysis of real estate print advertisements to examine and report the discursive and social practices exercised by the recipients and the producers of real estate advertisements (confined to the sale & purchase of small houses only) in Pakistani sociocultural context. The framework applied for the analysis of eighteen Pakistani real estate advertisements is that of Fairclough’s (1989) which is integrated with Halliday’s (1985) Systemic Functional Grammar, Schrank’s (1974) Language of Advertising Claims and Kress and van Leeuwen’s (1996) Grammar of Visual Design to ensure theoretical triangulation.The manipulative moves of real estate companies are unveiled by analysing data gathered from different sources (questionnaire based on close ended and open ended questions, interviews and the text of eighteen print ads) with the application of mixed methods (quantitative and qualitative) approach to ensure methodological triangulation. The findings reveal that all three income groups (Upper-middle class, middle-middle class & lower- middle class) do not significantly differ as regards their perception of the real estate ads. However, the lower-middle, middle-middle classes are more attracted towards the real estate ads as compared to the upper middle class. The study also points out that the main focus of the most of the real estate companies is upper-middle class- the one which could not afford posh areas like Defence.The role of coloured images and code-mixing in capturing the customer’s attention, thereby revealing the discursive practices, has also been discussed. The current study has followed the theoretical perspectives such as multi model discourse analysis and applied linguistics, thereby highlighting this important issue through the critical discourse analysis of real estate print advertisements. | en_US |
| dc.identifier.uri | https://escholar.umt.edu.pk/handle/123456789/829 | |
| dc.language.iso | en | en_US |
| dc.publisher | University of Management and Technology | en_US |
| dc.subject | M.Phil Thesis | en_US |
| dc.subject | English Language | en_US |
| dc.title | Critical Discourse Analysis: Analysing Pakistani real estate print advertisements | en_US |
| dc.type | Thesis | en_US |
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