Linguistic Analysis of Strategies Used by Pakistani Shampoo Brands for Marketing Purposes in Advertisements

Abstract

The study looks on the marketing techniques shampoo companies employ to sway undergraduate students' and Pakistani consumers' opinions about their commercials. The study discovered that Pakistani shampoo companies build multimodal meanings through the use of emotional appeals, linguistic style, product claims, data-driven persuasion, taglines, actor endorsements, and visual color tactics. This was done using content analysis and the Elaboration Likelihood Model of Persuasion. Six themes were also identified by the study using the semi-structured interview thematic analysis. The results indicate that to address common hair issues in diverse cultural contexts, future advertising efforts should incorporate cultural sensitivity. This will help shampoo firms expand their global reach and market share.