UNVEILING THE UNSAID: THE PRAGMATIC ANALYSIS OF PAKISTANI TV ADVERTISEMENTS

Abstract

This qualitative research has a practical approach of analyzing the Pakistani television advertisements with an aim of exposing the concealed messages presented by the adverts. It transcends the obvious statements and explores the ways in which advertisements intelligently apply language to convey cultural beliefs and manipulate the audience. The study employs a descriptive discourse analysis approach to examine 15 prime-time television adverts of the popular Pakistani brands, which are carefully selected to take part in the study. Some of the theories that have been combined to analyze it are: inferential pragmatics, speech act theory, politeness theory, and presupposition. The results demonstrate how advertisements violate the principles of conversation to establish implied meanings, undertake actions such as persuading and promising, employ strategies to gain trust and connection, and rely on powerful cultural assumptions about family, success, and gender. These understandings demonstrate that Pakistani advertisements serve as their version of cultural dialogue, allowing the perpetuation and creation of social conventions and appeals to consumers. The study contributes to the disciplines of media linguistics and cultural studies through a closer examination of how language, persuasion, and the cultural identity of Pakistan in commercial communication are interrelated.