Abstract
It is a qualitative study and aims at providing an in depth analysis of promotional discourse in academic settings, with the focus on the analysis of powerful and hegemonic use of language to publicize, persuade and to hit specific audience, who aspire high to become iconic managers in competitive economic world.
  Furthermore, the analysis of interdiscursivity as a sign of social change and transitional period. In order to analyze the commercialization of academic discourse of private intuitions of Pakistan, the contrastive analysis, of the advertisements of a private and a public institution, is focused to highlight that the promotional and consumer discourse places consumption in the central position, in the life of people. The comparative analysis of public and private sector not only highlights the marketizing effect on private sector, but also confirms that public institutions in Pakistan still preserve scholarly and academic discourse. They need not to promote and publicize themselves as the previous result and the fame of the institution are the proof of quality edducatin.As it is a sociolinguistic study so, the analysis also reflects the social post modernity transitional period of Pakistani society.
Highlights
Global restructuring or the process of globalization after 2nd world war has led towards the world wide social inequalities
A Contrastive analysis is decided as the advertisement of a public institution, presenting utter and diametric contrast, will ease the analysis for not replacing the ideologically significant terms with the neutral terms; 523 | P a g e secondly the objective and neutral style of public institutions will highlight the interestedness in the discourse of the private institutions
The contrastive and qualitative analysis of two institutions reflect the global impact of marketization on private institutions of Pakistan, it provides an in depth analysis of promotional strategies and their hidden ideological implications for publicizing and for desired interpretations.The in-depth analysis of the advertisements through the specific tools reflect the promotional colouring on the advertisement of Riphah University.All the strategies implied highlight the impact of conversational and consumer discourse on academic discourse. interdiscusivity or the combination of various discourses when analyzed in the context of Pakistani society reflect the transitional Period of the society, as according to Marianne Jorgenson & Louise J Philips (2002), interdicursivity is the sign of social change
Summary
Global restructuring or the process of globalization after 2nd world war has led towards the world wide social inequalities. The predominant position enjoyed by English as a lingua franca for communication, trade, commerce, international news and technological development has developed a new concept of English as a language of economic opportunity. This process of globalization is leading towards the development of single hegemonic culture. The use of promotional strategies in academic settings has been on increase since 1990‟s and has the functional implication of making the product attractive and usable These are used to emphasis the uniqueness and the value of the product; and serve as a tool to discursively persuade the recipient for the desired action, which indirectly benefit the producer
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