SCRUTINIZING THE SOCIO-CULTURAL DYNAMICS AND CONSUMER CULTURE IN PAKISTANI TELEVISION ADVERTISEMENTS: A CRITICAL DISCOURSE ANALYSIS USING NORMAN FAIRCLOUGH’S THREE-DIMENSIONAL MODEL

Abstract

This study tested the sociocultural dynamics and client way of life inside Pakistani TV advertisements by applying Fairclough’s 3-dimensional Critical Discourse Analysis (CDA) model. The study deconstructed how classified ads use language, visual factors, and narratives to mirror and form Pakistan's societal values, ideologies, and client identities. Filling a gap in present-day literature, this analysis used Fairclough’s version to discover text, discursive practices, and social effects in classified ads, uncovering the power structures and cultural norms that manual consumer conduct. By reading decided on advertisements via purposive sampling, the study highlighted representations of gender, class, and national identity. Results indicated that these commercials not only mirror but also reinforce sociocultural hierarchies, promoting conventional gender roles, materialism, and aspirational lifestyles. This research adds to the prevailing literature using presenting a vital overview of advertising discourse in Pakistan, promoting media literacy, and emphasizing the moral responsibilities of advertisers in culturally numerous settings.