MULTIMODAL DISCOURSE ANALYSIS OF GENDER DECEPTIONS MALE AND FEMALE IN WASHING POWDER ADVERTISEMENTS IN PAKISTAN

Abstract

The present study utilized comprehensive multimodal discourse analysis of the language employed in Pakistani advertisements. Advertisements are the instrument of commerce, and preform perilous part in the development of a business. The present research aims are to explore that how Pakistani washing powder advertisements influence people, and how these advertisements bring intellectual revolution in the society. This study examines Pakistani laundry detergents and their slogans to attract consumers. The present research utilized qualitative approach, primarily utilizing the Multimodal Discourse Analysis framework developed by Kress and Leeuwen in 1996. This framework enables a thorough examination of visual elements in the selected materials, deciphering three fundamental meanings: representational, interactional, and compositional. The research unveils the significant impact of Pakistani Washing Powder advertisements on shaping consumers’ perceptions and behaviors. It exposes the intricate strategies employed by Washing Powder advertisers to promote their products and engross with their target viewers.