The importance of language in advertising is apparent in contemporary print, electronic, and internetbased visual media. How specific use of language in advertisements influences the consumer perception and influences their consumption behavior is a relevant socially-oriented investigation. Thisarticlefocuses on a pragmatic analysisofthe use of persuasive language in advertising.It analyses the impact of such language on the consumers and examines assignment of gender roles in brand advertisements in Pakistan. A clothes brand (“J.”) and a food product brand NFL are analyzed to investigate their customer communication strategies as used in advertisements. Data findings show that the brands personalize their business messages through the use of interpersonal language although brand advertisement is an impersonal form of communication. They use local cultural and gender features to lend authenticity and local embeddedness to their brands. These findings suggest that linguistic forms, semiotic features, and cultural elements play an important role in the business world. Through strategic use of these pragmatic features of language use, brands effectively influence individual behavior, increase sales and maximize profit.
pragmatics,commercial advertisements, culture, linguistic deviation, brand identity, customer perception
Relating Profiles of Ethnic-Racial Identity Process and Content to the Academic and Psychological Adjustment of Black and Latinx Adolescents.
Wantchekon KA, UmaÃ±a-Taylor AJ
Journal of youth and adolescence. 2021; ():
Single cell transcriptome profiling of the human developing spinal cord reveals a conserved genetic programme with human specific features.
Rayon T, Maizels RJ, Barrington C, Briscoe J
Development (Cambridge, England). 2021; ():
Sex Differences in Thermal Comfort, Perception, Feeling, Stress and Focus During Exercise Hyperthermia.
Schoech L, Allie K, Salvador P, Martinez M, Rivas E
Perceptual and motor skills. 2021; 128(3): 969-987
3D Cell Culture Models in COVID-19 Times: A Review of 3D Technologies to Understand and Accelerate Therapeutic Drug Discovery.
de Dios-Figueroa GT, Aguilera-Marquez JDR, Camacho-Villegas TA, Lugo-Fabres PH
Biomedicines. 2021; 9(6):
Exploring Differential Perceptions and Barriers to Advance Care Planning in Dementia among Asian Patient-Caregiver Dyads-A Mixed-Methods Study.
Ali N, Anthony P, Lim WS, Chong MS, Poon EWH, Drury V, Chan M
International journal of environmental research and public health. 2021; 18(13):