Decoding Influence: Unraveling the Power Dynamics in Advertising Slogans

Abstract

Advertisements are a wonderful way to raise awareness and provide a sneak peek at the product. As a result, many firms use advertisements and creative slogans to market their products. Advertisements portray worldwide social and cultural norms and have a direct influence on consumer thought. This qualitative study examines the language of advertising slogans from a linguistic standpoint, focusing on how they affect viewers' views. Data from five Pakistani TV channels was collected and evaluated using a Fairclough 3D model with the goal of uncovering the subtle interaction of language, culture, and society norms hidden within these brief messages. The study found that slogans have distinct linguistic properties, distinguishing them from formal language, and may have a positive psychological impact on customers. Advertisements depict global social and cultural conventions and have a significant impact on consumer thought.It strengthens the link between the consumer and the brand by associating the product with special occasions, resulting in increased sales.