A MULTIMODAL DISCOURSE ANALYSIS OF ENERGY DRINKS ADVERTISEMENTS IN PAKISTAN

Abstract

This qualitative study presents a multimodal discourse analysis of energy drink advertisements in Pakistan, focusing on how meaning is constructed through the interaction of visual and linguistic resources. The study adopts a qualitative approach to explore the multimodal strategies employed and the interaction between linguistic and visual elements in constructing persuasive advertising meanings. A purposive sampling technique is used for data collection. As a theoretical framework, Kress and van Leeuwen’s (2006) multimodal framework of visual design, the research examines three energy drink advertisements, namely Red Bull by Red Bull GmbH, STING by PepsiCo, and Prime Hydration by Prime Hydration. The study finds that energy drink advertisements use strong multimodal strategies combining visuals, language, colour, and composition to create persuasive meanings. The products are mainly shown through conceptual representation, where they act as symbols of energy, freshness, and vitality rather than being part of a story. Advertisements frequently use symbolic visuals such as lightning, water droplets, ice, and natural elements, along with colour schemes like red, blue, and green, to reinforce emotional appeal. Interactional features like close-up shots, low angles, and occasional direct gaze increase engagement and product dominance. Together, these elements help build a strong sense of identity and aspiration. As a result, consumers are guided to see the drink as a symbol of energy, high performance, social status, and defiance, which ultimately encourages them to buy it.