Discourse Analysis of Ideologies behind Television Commercials of Cold Drink Brands in Pakistan

Abstract

Television commercials (TVCs) play a significant role in advertising due to their extensive reach and effectiveness in capturing audience attention. This research aims to examine the ideologies and persuasive techniques employed in TVCs for cold drinks, specifically focusing on the commercials of Pepsi and Mountain Dew in Pakistan. The study utilizes a comprehensive methodology including discourse analysis of images and hidden messages within the selected commercials. Fairclough's three-dimensional framework is applied, encompassing the analysis of text production, audience interpretation, and the social conditions surrounding these processes. The linguistic features, such as voiceover, visuals, and multimodality, are explored in detail. The findings reveal that both Pepsi and Mountain Dew commercials strategically employ techniques and themes to appeal their target audiences. Pepsi's "Why Not Meri Jaan?" campaign targets cricket enthusiasts, promotes the emotional connection of sharing moments while watching matches. Mountain Dew, on the other hand, targets adventurous male youth, emphasizing fearless extreme sports. These advertisements construct and reinforce social values to cultivate a devoted consumer base and encourage widespread consumerism. The research sheds light on the persuasive power of TVCs and their ability to shape consumer behavior through the portrayal of desirable social qualities associated with the consumption of carbonated drinks.