COLLECTIVISM PORTRAYED IN SLOGANS OF PAKISTANI FOOD ADVERTISMENTS

Abstract

This research investigates different values portrayed in slogans of Pakistani food advertisement, in accordance to Hofstede's (2010) model of collectivism. It aims to scrutinize cultural and collective elements in language of slogans. The textual features were examined to uncover the cultural elements of Pakistan in the slogans of food advertisements. This study, however analyzed slogans through two main postulates of Hofstede’s model, i.e familial relationships and companionship. Thematic analysis of ten slogans of Pakistani food advertisement were conducted to test the degree of collectivism in Pakistani slogans. Thus, the research will investigate the ways through which language of slogans create emotional appeal, in order to manipulate the audience into purchasing the target product. Since, Pakistanis are closely knitted with their culture, the advertisers usually design slogans in accordance to collectivist culture of the country. The researchers found out that slogans of Pakistani food advertisements adequately reveal cultural values of Pakistan, which are centralized upon the ethnic principles of friendship and hospitality. It elucidates that the collective ideals of hierarchical joint family system and companionship are recurrent themes of slogan. Hence, according to the research, slogans of Pakistani food advertisements are markers of cultural values of collectivism in the country