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Stylistic Analysis of Brand Taglines and their Impact upon Consumers’ Perception: A Study in Pakistani Context
AbstractThe study looks at the persuasive power of brand taglines produced by linguistic choices and rhetoric devices in Pakistani context.Thirty taglines representing several brands and collected from different sources were analyzed in this study. The language of selected taglines was interpreted using stylistic analysis. It was discovered that when appropriate rhetorical features were combined with the effective social strategies, the consumers were enticed to purchase products or services advertised via taglines. The rhetoric devices employed in taglines were probed through rhetoric analysis. Persuasive power of taglines was ascertained through a survey, conducted with a sample of 150 members of generation Z.The findings indicated that taglines do not go unnoticed and exert a significant amount of influence on the targeted community. It reflected that the clever use of language is instrumental for the target audience's attraction to taglines.It contributes to show the extensive use of language in advertisements and various brands. A lot of the researchers focused on a particular area, like beauty product taglines, banks, educational institutions, and news channels but the present study is completely novel in this regard. As it pertained to taglines of globally recognized brands rather particular web domains.
- Tooba Tauqir
- Research Scholar, Department of Applied Linguistics, Kinnaird College for Women, Lahore, Pakistan
- Dr. Urooj Fatima Alvi
- Assistant Professor, Department of English, University of Education, Lahore, Pakistan