Linguistic Strategies in Pakistani Advertising: A Critical Discourse Analysis of Social Class Targeting Using Fairclough’s CDA Model

Author(s) : Noor Fatima Sahi , Zainab Shakoor , Dr. Jahanzeb Jahan , Amara Naseer

Abstract:

This paper investigates how Pakistani television advertisements employ linguistic strategies to target distinct social classes. Using Fairclough’s three‑dimensional model of Critical Discourse Analysis (textual, discursive, and social practice), a purposive sample of ads aimed at upper‑, middle‑, and lower‑class audiences was examined. Textual analysis revealed that luxury brands use sophisticated, aspirational language that foregrounds exclusivity and elite identity; middle‑class ads mix cultural familiarity with aspirational cues that emphasize value, quality, and upward mobility; and lower‑class ads rely on straightforward, pragmatic diction that highlights affordability and everyday functionality. Discursive practice shows how these linguistic choices engage audiences and reinforce prevailing cultural scripts, while the social‑practice dimension uncovers the ways in which advertisers reproduce and legitimize class hierarchies. The study demonstrates that advertising discourse in Pakistan is not neutral but actively constructs and normalizes class distinctions, thereby shaping consumer behavior and sustaining social stratification. After analysis of selected advertisements in Pakistan from different social media platforms, this research paper demonstrates the use of language to build social personas and resonate with the priorities and goals of each social class. The findings unveil that how language is used to build stratification among various social classes and affecting customers’ behaviors in Pakistan.
Keywords
Linguistic strategies, advertising, social classes, sociolinguistics, consumer behavior, marketing discourse, social stratification