Critical Discourse Analysis of Taglines of Pakistani Clothing Brands

Abstract

In this modern and progressing age where people tend to embrace and live luxurious life, use of brands and their obsession has increased among common the masses. This article deals with the critical discourse analysis of taglines of famous and chosen Pakistani clothing brands using three dimensional Fairclough model. It unpacks various strategies and linguistics choices embedded in the commercial clothing taglines. This works written with the qualitative approach, following descriptive method. Data was taken from official and verified accounts of brands. Results show in depth analysis of taglines. In conclusion, analysis shows that taglines make difference in terms of popularity and sales of clothes on the basis of the projected ideologies and linguistics elements.