Journal of Research (Urdu), BZU - Multan
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(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
Keywords
Visual and Verbal Practices, New Media, Semiotic Discourse, Slogans, Implicatures, Multimodality
Abstract

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.

References

Barthes, R. Mythologies. (London: Paladin, 1973)
Bignell, J. Media Semiotics: An Introduction. (Manchester: Manchester University Press, 1997)
Eco, U. The Role of the Reader. (Bloomington: Indiana University Press, 1979)
Fairclough, N. Critical discourse analysis and the marketization of public discourse: The universities. Discourse and Society, 4(2), 1993
Fairclough, N. Analysis Discourse: Textual Analysis for Social Research. (London: Routledge, 2003)
Harris, R. and Seldon, A. Advertising and the Public. (London: Andre Deutsch, 1962)
Kruger, R.A. Designing and Conducting Focus Group Interviews. October, 2002. Available at: www.sph.umn.edu/img/assets/18528/FocGrp_Krueger_Oct02.pdf
Lapasansca, J. The language of advertising with the concentration on the linguistic means and the analysis of advertising Slogans. Diploma thesis. 2006, Retrieved on 6/12/2013.
Nugroho, W. A Linguistic Analysis of English Slogan on Cosmetics and Food Products. (Muhammadiyah University Surakarta Press. 2007)
Rahman, T. Language and Politics in Pakistan. (Karachi: OUP, 2003)
Sudarni, S. A Descriptive Study on Conversational Implicature Used in SALT Movie Script. (Salatiga State Institute of Islamic Studies, 2011)
Sheehan, K. Controversies in Contemporary Advertising. (Thousand Oaks: Sage. 2004)
Vestergaard, T. & Schroder, K. The Language of Advertising. (Oxford: Basil Blackwell, 1985)
Vestergaard, T. & Schroder, K. The Language of Advertising. (London Blackwell, 1985)

How to cite

Sajid, A., Buzdar, H. Q., & Shoukat, Z. (2021). Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan. (جرنل آف ریسرچ (اردو, 37(1), 137–150. https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page

Retrieved from https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page

More citation formats
ACM SIG Proceedings
[1]Sajid, A. et al. 2021. Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan. (جرنل آف ریسرچ (اردو. 37, 1 (June 2021), 137–150.
ACS Nano
(1)Sajid, A.; Buzdar, H. Q.; Shoukat, Z. Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan. (جرنل آف ریسرچ (اردو 2021, 37 (1), 137–150.
ABNT
SAJID, Akbar; BUZDAR, Hafsa Qadir; SHOUKAT, Zaneb. Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan. (جرنل آف ریسرچ (اردو, v. 37, n. 1, p. 137–150, 30 June2021.
Chicago (author-date)

            

                    
Harvard (Cite Them Right)

            

                
Sajid, A., Buzdar, H.Q. and Shoukat, Z. (2021) “Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan”, (جرنل آف ریسرچ (اردو, 37(1), pp. 137–150. Available at: https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page (Accessed: 9 May 2026).

            

                    
IEEE

            

                
[1]A. Sajid, H. Q. Buzdar, and Z. Shoukat, “Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan”, (جرنل آف ریسرچ (اردو, vol. 37, no. 1, pp. 137–150, June 2021, Accessed: May 09, 2026. [Online]. Available: https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page

            

                    
MLA

            

                
Sajid, Akbar, et al. “Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan”. (جرنل آف ریسرچ (اردو, vols. 37, no. 1, June 2021, pp. 137–150, https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page.

            

                    
Turabian (full note bibliography)

            

                
Sajid, Akbar, Hafsa Qadir Buzdar, and Zaneb Shoukat. “Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan”. (جرنل آف ریسرچ (اردو 37, no. 1 (June 30, 2021): 137–150. Accessed May 9, 2026. https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page.

            

                    
Vancouver

            

                
1.Sajid A, Buzdar HQ, Shoukat Z. Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan. (جرنل آف ریسرچ (اردو [Internet]. 2021 June 30 [cited 2026 May 9];37(1):137–150. Available from: https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page

            

                    
AMA

            

                
1.Sajid A, Buzdar HQ, Shoukat Z. Word-Picture Conjunction: A Multimodal Discourse Analysis of Cellular Network Companies Slogans in Pakistan. (جرنل آف ریسرچ (اردو. 2021;37(1):137–150. Accessed May 9, 2026. https://jorurdu.bzu.edu.pk/website/journal/article/60eae0de6d44e/page

            

            






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Author(s):



    

        

        
            
Dr. Akbar Sajid

        
        Assistant Professor
    

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

    
Pakistan

    
    
    

    

        

        
            
Hafsa Qadir  Buzdar

        
        Lecturer
    

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

    
Pakistan

    
            
    
                            
  • 
                    
                    drbuzdar786@gmail.com
                
    • 
                                    
        

    
    

    

        

        
            
Zaneb Shoukat

        
        Lecturer
    

    
Department of English, Bahauddin Zakariya University, Multan

    
Pakistan

    
            
    
                            
  • 
                    
                    zanebshoukat@bzu.edu.pk
                
    • 
                                    
        

    
    


    
Details:





    

        
        

            Type:
            Article
        

        

            Volume:
            37
        

        

            Issue:
            1
        

        

            Language:
            English
        

        

            Id:
            60eae0de6d44e
        

                

            Pages
            137 - 150
        

                            

                Discipline:
                English/Urdu
            

                

            Published
            June 30, 2021
            
        

        
    


        

        

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