A Cross Cultural Perspective: Comparative Analysis of UK & Pakistani Advertisements

Abstract

The UK ads are highlighting their own culture whereas in Pakistani advertisements although local culture is dominating yet still there is an assimilation of dominating culture, i.e. west. The reason is quite obvious that eastern advertisement companies are attracted towards strong economic conditions. That’s why in Pakistani advertisements there is a use of English words whereas no western or UK ad is using even a single word of Urdu. This is not the case of language only but also the dresses of Pakistani models are affected by west culture. The female models are wearing pant shirts and frocks with confidence and by speaking a foreign language and wearing other culture costume they are feeling confident and called themselves modern as well. So the linguistic and visual features of participants and their color shows acculturation that UK,s culture is dominant.