Advertisements in Covid-19 Times: Protuberance of Novelty in Pakistani Commercial Discourse
Abstract
There are challenging times faced by the whole globe in the milieu of Covid-19 scenario. This virus expanded quickly and encapsulated the whole world within no time. The world needed to adapt with the change lifestyle. This paper focused upon the discourse of advertisements of Pakistani commercialism in the light of covid-19 scenario, in the light of six segments strategy wheel by (Tylor, 1999). Mixed method approach (qualitative and quantitative) has been used specifically for this research. To find out the impact during pandemic questionnaire has been constructed on Likert. Keeping in view the fact that youth is the chief catalyst and participatory regarding the new trends data has been collected randomly from 50 undergraduate students. There are three major segments have been focused for this research i.e. ration, acute and routine will be emphasized in the light of discourse analysis. Results of this study depicts that females are found to be highly drawn toward the advertisements of covid-19 products than male participants. Six segment approaches will fulfill the art of qualitative method and let us dissect the advertisements. For the data of advertisement analysis 10 random ads will be chosen in order to analyze the covid-19 discourse in the light of six segment approach by Tylor and along with Fairclough model of Critical Discourse Analysis. Therefore, this research has contributed in understanding and layering out the disparity among genders. Inclination of females have been found more in initiating and acting upon the instructions of these advertisement, as compare to males.
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