Language, Ideology, and Consumerism in Advertising Discourse: A Critical Analysis of Brand Slogans Using Fairclough's Three-Dimensional Model

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ID: 335271
2026
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Ranked #347 of 953 articles by views in Pakistan Social Sciences Review

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Abstract
The discourse of advertising extends beyond the promotion of products as it is an important means of disseminating consumer identities and ideologies. This study investigates a corpus consisting of fifteen advertising slogans chosen from Pakistani and international brands catering various commercial sectors. The data was obtained from Youtube advertising, and analysed qualitatively using Fairclough’s Three-Dimensional Model of Critical Discourse Analysis. The findings of the study reveals that slogans not only promoted consumption but also associated with various values such as happiness, relationship, and group identities. The research showed that the language of advertisements helps to produce and normalizes consumerism ideologies, by framing cultural and social meanings in commercial messages. Future studies should examine digital marketing discourse in multilingual and culturally diverse contexts across various media platforms. Comparative analyses across different linguistic and cultural settings can provide deeper insights into evolving strategies of persuasion, ideology, and identity construction.
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imported_1793229416_6ae282688855e Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Aisha Saleem
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Journal Pakistan Social Sciences Review
Year 2026
DOI
10.35484/pssr.2026(10-III)23
URL
https://ojs.pssr.org.pk/journal/article/view/1332
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