LINGUISTIC STRATEGIES THROUGH MODES OF PERSUASION:A TEXTUAL ANALYSIS OF PAKISTANI SOCIAL MEDIA ADVERTISEMENTS

Abstract

This research examines the language employed in Pakistani social media advertisements through the lens of Aristotle's three modes of persuasion: ethos, pathos, and logos.  The objective is to investigate how advertising employs language to establish trust (ethos), evoke emotions (pathos), and construct logical arguments (logos) to influence consumer purchasing behaviour.  This study examines various social media advertisements across multiple industries, including fashion, food, and technology, to analyse the interplay between language and persuasion in digital marketing.  The study employs a qualitative approach to identify prevalent linguistic tools, such as rhetorical enquiries, metaphors, and appeals to authority.  This analysis examines the adaptation of these tools to the cultural and political context in Pakistan.  The findings illustrate the strategic use of language to engage the audience's emotions and logic while simultaneously fostering trust and credibility.  This study enhances our understanding of the utilisation of language in social media advertisements to influence consumer behaviour, particularly in emerging markets such as Pakistan.