Journal of Research (Urdu), BZU - Multan

(جرنل آف ریسرچ (اردو

Bahauddin Zakariya University, Multan (Pakistan)
ISSN (print): 1726-9067
ISSN (online): 1816-3424

Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan

  • Dr. Akbar Sajid/
  • Hafsa Qadir Buzdar/
  • Zaneb Shoukat/
  • June 30, 2021
Visual and Verbal Practices, New Media, Semiotic Discourse, Slogans, Implicatures, Multimodality

Word -picture conjunction is an effective mode of communication. Words cannot be understood without pictures and vice versa. The present study investigates how linguistic and meta-linguistic features of cellular network companies are employed to propagate desired ideology to the target audience to win their consent through discursive moves.  The data for the present research has been collected from Mobilink Jazz's slogans. The time span for data collection ranges from year 2015-16. The methodological perspectives used in the present research include Fairclough (1993) model of Critical Discourse Analysis, Barthes' (1974) model of Semiological Discourse Analysis and Kruger's (2000) model of Focus Group Discussion analysis. The data used in the study comprises three modes (linguistic, visual and views of focus group participants). This justifies the use of tri-angular research method employed in the study. The research contends that role of new media has increased communication among the people the world over. Additionally, it finds that new media is one of the best sites for ideological investment because significance of visual and verbal practices has increased many folds.


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Dr. Akbar Sajid

Assistant Professor

Department of English, National University of Modern Language, Multan Campus, Multan


Department of English, National University of Modern Languages, Multan Campus, Multan



Department of English, Bahauddin Zakariya University, Multan




Type: Article
Volume: 37
Issue: 1
Language: English
Id: 60eae0de6d44e
Pages 137 - 150
Discipline: English/Urdu
Published June 30, 2021


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