Tapal tea advertising in Pakistan
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Date
2022
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Publisher
UMT, Lahore
Abstract
The current study aims to analyze the significant role of language in the discourse of advertisements; mass media. Language is an important tool for communication and its importance elevates when it is viewed from the perspective of convincing someone to perform any action. Advertisement is a vast field for businessmen, women and brand owners as it is the platform through which they make their products known to every class of the society and increase percentage of the sales outcome in the targeted market. This study contends that the language description, specifically the taglines are infused with cultural values and are striking enough to attract the audience to persuade them to buy their products. A qualitative content analysis of Tapal Tea taglines and themes is carried out. 7 advertisements from (2000-2020) are selected for this purpose. These advertisements are analyzed through the theory of social semiotics which emerged since the publication of Michael Halliday's Language as Social Semiotic in 1978, but this paper focuses on the version proposed by Gunther Kress, Theo van Leeuwen, and the multimodal Linguistic/ Alphabetic process for the framework. The changing themes of TVC aims to promote the idea of strong family ties, gender roles, gender discrimination, cultural diversity, ethnicity, and typical social norms.