Multimodal Discourse Analysis of Linguistic and Visual Strategies in Pakistani Tea Advertisements

Aisha Feyaz; Nazia  Suleman; Zoobia Abbas

doi:10.71281/jals.v3i4.565

Authors

Aisha Feyaz MS Linguistics Scholar, Departments of Humanities, COMSATS University Islamabad, Vehari Campus, Punjab, Pakistan.
Nazia Suleman Assistant Professor, Departments of Humanities, COMSATS University Islamabad, Vehari Campus, Punjab, Pakistan.
Dr. Zoobia Abbas Lecturer, Departments of Humanities, COMSATS University Islamabad Vehari campus.

DOI:

https://doi.org/10.71281/jals.v3i4.565

Keywords:

Multimodal Discourse Analysis (MDA), Social Semiotics, Advertisements of Pakistani Tea, Linguistic Strategies, Visual Strategies.

Abstract

This research investigates the multimodal techniques used in the Pakistani tea advertisement with reference to the linguistic and visual features that influence consumer perception. This paper uses Social Semiotic Theory and Multimodal Discourse Analysis (MDA) to explore the ways in which tea brands such as Lipton, Tapal, Vital, and Brooke Bond Supreme use language, images, and cultural representations to impact the Pakistani market. The study covers two specific time periods (2010-2015) and (2020-2025) examines advertisements in different media such as TV commercials, social media, and packaging. The results indicate the adaptation of tea brands to meet the changing societal values, covering such themes as family, religion, modernity, and empowerment. The current analysis makes the study contribute to the research on the functionality of multimodal discourse in advertisement, especially in the socio-cultural context of Pakistan.