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IMPACT OF LANGUAGE USED IN PAKISTANI

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MADIHA KHALID

13129

Faculty of English Language, Literature & Applied

Linguistics

National University of Modern Languages, Lahore

Campus

2013-2015

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IMPCAT OF LANGUAGE USED IN PAKISTANI

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INTERNAL SUPERVISOR:

Mr. GULRAIZ QADIR

EXTERNAL SUPERVISOR:

__________

BY:

MADIHA KHALID

________________

A thesis Presented to the

Faculty of English Language, Literature & Applied

Linguistics

NATIONAL UNIVERSITY OF MODERN LANGUAGES

ISLAMABAD, PAKISTAN

In partial fulfillment of the Requirements for the Degree of

MASTER OF ARTS

IN

ENGLISH LITERATURE & LINGUISTICS

2
JULY, 201\
NATIONAL UNIVERSITY OF
MODERN LANGUAGES
FACULTY OF ENGLISH
LITERATURE, LANGUAGE &

IMPACT OF LANGUAGE USED IN PAKISTANI


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Submitted By: Madiha Khalid Roll #:.13129

MA English Literature & Linguistics

Mr. Gulraiz Qadir

Name of Internal Supervisor Signatures

Mr. Rao Kashif Jalil

Name of H.O.D. Signatures

Brig. (R) Muhammad Akram Khan

Name of Regional Director Signatures

Date: _________

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RESEARCHER'S DECLARATION

I, Madiha Khalid, do hereby, solemnly declare that the work

presented in this research has not been previously submitted to any other

institution for a degree.

MADIHA KHALID

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ACKNOWLEDGMENTS

All praises to Almighty ALLAH, whose uniqueness and whole

greatness is unchallengeable, who gave me courage and ability to

complete my research project. All respects for his last Prophet

MUHAMMAD (peace be upon him) who is always a source of

knowledge and guidance for all humanity. I am highly thankful to my

parents, siblings and friends whose encouragement made this job easier

for me. Especially, I express my sincere and deepest gratitude and

passionate appreciation to Mr. Gulraiz Qadir, my Supervisor, for his

academic guidance, motivation and precious suggestions that made

possible for me to complete the research work successfully.

MADIHA KHALID

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ABSTRACT

Advertising, as currently practiced, ignores all that has been learned by

cognitive psychologists in the past 30 or 40 years. Consumers process all

incoming information, including advertising, in a very complex yet

instantaneous manner. Advertising is not a stimulus in the outmoded

behavioral psychology stimulus response model of human information

processing. Advertising, if it is attended to at all, is nothing more than a

net addition to everything the consumer has previously learned and

retained about the brand. The challenge for advertising is to find ways and

means to bypass or upset business as usual in the consumer's brain and to

build an enduring perceptual representation of the brand as one that is

acceptable and desirable. The methodology designed to check the impact

of linguistic in advertisement the Researcher designed twenty question for

the those peoples who came in the metro Plaza and Hyper star to purchase

the products for their children. The findings are in the favor of linguistic

rules and regulation that strongly influences the customers to buy that

product.

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Key Words. Kids product, linguistic, Metro plaza, hyper star,

Methodology, Advertisement.

TABLE OF CONTENTS

Chapter 1 Introduction ..1

1.1. Premise ......2

1.2. Definition of Advertisement 5

1.3. Language in Advertisements.6

1.4. Features of Advertising Language ...7

1.4.1. Lexical Features.....7

1.4.2. Syntactic Features...8

1.4.3. Figures of Speech8

1.5. Statement of the Problem....9

1.6. Rationale of the Study........9

1.7. Research Objectives ..10

1.8. Research Questions 10

1.9. Significance of the Study 11

Chapter 2 Literature Review.....13

2.1. History of Advertisement.14

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2.2. Functions of Advertising and its Language.15

2.2.1. Marketing Role15

2.2.2. Educational Role.16

2.2.3. Social Role...16

2.3. Basic Principles of Advertising Language17

2.4. Importance of Advertising Language18

2.5. Advertising in Pakistan.19

2.6. Previous Researches.20

2.6.1. Focus of the Present Study21

2.6.1.1. Lexical Features22

2.6.1.2. Syntactic Features.25

2.6.1.3. Figures of Speech..29

Chapter 3 Methodology........34

3.1. Nature of Study..35

3.2. Population .35

3.3. Sample36

3.4. Tool.36

3.5. Limitations..36

Chapter 4 Data Analysis..37

Chapter 5 Conclusion....59

5.1. Findings61

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5.2. Recommendations61

5.3. Concluding Remarks63

Bibliography..64