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

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…