THE STYLISTIC ANALYSIS OF PAKISTANI HAND WASH ADVERTISEMENTS DURING COVID-19

Abstract

The study focused on style of advertising language used in Pakistani hand wash products’ audiovisual advertisements during COVID-19 to explore what is conveyed through visual, musical, verbal, and nonverbal features, and how it is conveyed to the target audience through the use of linguistic & figurative devices. Guy Cook’s (1992) model ‘describing TV advertisements’ recommended in his book discourse of advertising was used as a theoretical framework for the investigation of the link between verbal, visual, image, & music used in audiovisual advertisements to target audience. The findings showed that hand wash products’ advertisements were full of creativity and for marketing perspective they used diverse verbal and nonverbal features to arouse interest, attract attention, create conviction, stimulate desire, and get action from the target group in the COVID-19 context. The results offer significant information in extracting the desired outcomes and reaching the conclusion & making decision. In this drive, the study can be advantageous for those who want to understand the socio-pragmatic functions of language in AV advertisements through a stylistic lens from commercial to academic perspective.