Working of Ideology in the TV Commercials of Cold Drinks in Pakistani Media

Madiha Ahmad, Sofia Ahmad, Nida Ijaz, Sumera Batool, Maratab Abid


The article aims at the analysis of the TV commercials of three carbonated cold drinks from Pakistani media. The analysis will be carried out using the three dimensional framework presented by Fairclough.  Through the analysis, the ideological framing of the commercials will be brought to light. To achieve this purpose different techniques used by the ad- makers will be described, interpreted and explained in the light of critical discourse analysis.

Keywords: Advertisements, Power, Ideology, CDA, Fairclough

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