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Title The Branding Culture in Pakistan: A comparative Study of Visual and Verbal Practices used in Advertisements

Author(s) Gull - E - Najaf

Abstract Now a days advertising uses every possible media to get its message through. It does this via several means of communication with a vast use of either visual or verbal practices or by both at a time. This research presents a comparative study of visual and verbal branding practices in clothing brand’s advertisements in Pakistan, using different linguistic terms, aiming to unravel the hint of interplay of visual and verbal practices. Through a multi modal approach incorporating content analysis, semiotic analysis and its impact, the research examines how visual and verbal elements are used by brands to communicate their ideology to the target audiences. The researcher has chosen three prominent Pakistani clothing brands, namely SANA SAFINAZ, GULL AHMED & AL-KARAM. Drawing on examples from diverse sectors such as fashion and telecommunication, the research elucidates the cultural meanings embedded in visual and verbal practices, used in media advertising campaigns. Moreover, it investigates the effectiveness of different approaches and the relative significance of visual and verbal communication in branding culture, this study offers valuable insights for linguists seeking to construct culturally resonant advertising strategies for the dynamic audience of Pakistan. The methodology of the study used by the researcher is Kress and Leuwen’s Multimodal Discourse Analysis for the data analysis and Krueger's (2000) model of focus group discussions for the validation of findings of semiotic analysis.

Type Thesis/Dissertation

Faculty Faculty of Arts and Humanities

Department English (Multan Campus)

Language English

Publication Date 2025-07-03

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