The linguistic role of hyperboles in advertisements on pakistani television channels
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Date
2021
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UMT Lahore
Abstract
The hyperboles play an important role in our media norms. The study aims to provide an insight to the linguistic roles of hyperboles in the advertisement on Pakistani television channels. The study addresses the research questions a) what are the hyperbolic expressions employed in advertisements on Pakistani television channels?, b) how do the viewers of these advertisements on Pakistani television channels perceive the hyperbolic expressions to decide for buying the products? The used of hyperboles and measure than hyperbolic expressions on consumers. Its investigation is an exploratory effort. Hyperbole Identification Procedure suggested by Burger (2016) has been utilized to analyze the lexical units concerning the novelty of hyperbolic expressions in Pakistani TV ads. There are total 21 advertisements based on 7 (i.e., beauty cream, soap, snack, drink, laundry powder, fragrance, and hair shampoo) different categories for the analysis of the data for the first question, and 105 comments that have been collected to answer the second research question. It is qualitative research. The results show that this tool is beneficial for reliability to access h)q)erboles provide inside the linguistic expressions. As a result, the lexical units referring to hyperbolic expressions in ads are less in numbers but they transforms product values and scalar hyperboles referring to quality and quantity have been used more frequently as compared to the other types of hyperboles. Moreover, the result also shows that 65.4% out of 105
viewers of these advertisements have convinced with language which has been used as linguistic expressions. The study will provide an insight to functionality and validity of HIP to the future of linguistic research. The study is also significant to help consumer understand the difference between the realities of the products and how they are projected through advertisements exaggeratly convince to decide for buying products.