Abstract
The aim of the present study is to investigate the hidden
ideologies in the billboard advertisements in the
landscape of Lahore. The following questions have been
designed: How do the billboard advertisements
represent different ideologies in the landscape of
Lahore? What types of ideology are implied in the
billboard advertisements in the landscape of Lahore?
The nature of the research is descriptive and
qualitative. The sampling of the study is based on four
billboards displayed in the main boulevard of Pakistan
International Airline Society Lahore. The socio
semiotic theoretical framework of Kress and Van
Leeuwen (1996-2006) has been used. Those metafunctions such as representational, interactive and
compositional have been investigated in this study. The
study revealed that certain ideologies have been implied
in the advertisements by the advertisers in order to
achieve their aim which is to make their products
popular, hence, the fulfilment of economic interests.
Authors
1-Amina Khalid Lecturer, Department of Linguistics and Communication, University of Management and Technology, Lahore, Punjab, Pakistan.2-Arshad Ali Khan Assistant Professor, Department of Linguistics and Communication, University of Management and Technology, Lahore, Punjab, Pakistan.3-Sadia Ashraf Lecturer, Department of Linguistics and Communication, University of Management and Technology, Lahore, Punjab, Pakistan.
Keywords
Ideology, Billboard Advertisement, Social Semiotic, Critical Discourse Analysis
DOI Number
10.31703/glr.2019(IV-I).10
Page Nos
73-80
Volume & Issue
IV - I