Critical Discourse Analysis of Eastern Federal Union (EFU) Selected Ads: An Interdisciplinary Perspective

Muhammad Hussain; Bushra Rehman; Muhammad Khurram Shezad; Ruba Asif

doi:10.71281/jals.v3i3.456

Critical Discourse Analysis of Eastern Federal Union (EFU) Selected Ads: An Interdisciplinary Perspective

Authors

Dr. Muhammad Hussain Assistant Professor, Department of English, University of Loralai, Balochistan.
Dr. Bushra Rehman Lecturer, Department of Business Management, Leads University, Lahore.
Dr. Muhammad Khurram Shezad PhD, Lahore Business School, The University of Lahore, Lahore.
Ruba Asif PhD (Scholar), University of Engineering & Technolog, Lahore.

DOI:

https://doi.org/10.71281/jals.v3i3.456

Keywords:

Advertisement, Discourse Patterns, Eastern Federal Union (EFU)

Abstract

This study explores discourse patterns in the selected ads advertised by a life insurance company, Eastern Federal Union(EFU). The aim of this paper is to investigate how language is used to promote specific interests/ideologies through discourse. The data were collected from the company's official social media page. This paper employed Norman Fairclough’s ( 1992) three-dimensional model. The results reflect that EFU uses language to promote its business, and the policies that are given may be a hoodwinkfor the common masses and these policies may not be in the interests of the public. However, EFU Life attempts to justify its policies primarily through powerful discourse, as evident in the analysis section.

Author Biography

Dr. Bushra Rehman , Lecturer, Department of Business Management, Leads University, Lahore.

Lecturer Department of Mangement Science , Leads University Lahore

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Published

2025-09-25

How to Cite

Hussain, M., Rehman, B., Shezad, M. K., & Asif, R. (2025). Critical Discourse Analysis of Eastern Federal Union (EFU) Selected Ads: An Interdisciplinary Perspective. Journal of Arts and Linguistics Studies, 3(3), 5257–5276. https://doi.org/10.71281/jals.v3i3.456