A Multimodal Discourse Analysis of the Pakistan Government's Selected Laptop Distribution Advertisements

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ID: 335315
2026
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Ranked #174 of 1,121 articles by views in Pakistan Languages and Humanities Review

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Abstract
The study critically analyses the discourses of the advertisements of laptop scheme launched by the federal and provisional governments of Pakistan during the year 2025.The aim of the study is to examine the use of multimodality in the advertisements. The research is qualitative in nature and takes insights from Machin's (2012, 2007) multimodal framework to analyze the semiotic and linguistic resources used in the advertisements. The sample of the study is purposely selected from the official websites of the government of Pakistan. The findings of study reveal that the young citizens are represented as powerful, technologically skilled, and progressive subjects and the laptop is presented not merely as an object, but as a medium symbolizing access, possibility, and bright future. These advertisements provide a visual hierarchy that glorifies the political elite and legitamize their power. The leadership is purposefully portrayed highly empathetic towards the youth. The study uncovers the beautiful interplay of power, ideologies and .language in governmental discourse
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Authors Noor Fatima
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Journal Pakistan Languages and Humanities Review
Year 2026
DOI
10.47205/plhr.2026(10-I)10
URL
https://ojs.plhr.org.pk/journal/article/view/1359
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