Selling Authority: A Critical Discourse Analysis of Power Dynamics in Language Used in Pakistani Advertising Captions

Abstract

In today’s fast-moving consumer culture, advertising isn’t just about selling products—it’s about shaping minds. In Pakistan, the language used in advertising captions often goes unnoticed, yet it carries weight in how people see themselves, others, and the world around them. This study sets out to understand the hidden power dynamics in the language of Pakistani advertising and moreover,the choice of pronouns, emotional hooks, and cultural references that resonate with Pakistani audience. In a world where advertising shows not only what we buy but also how we think, the language in advertising captions has more than just a marketing message—related to power. This study explains how linguistic choices in contemporary Pakistani advertising captions overtly construct and reinforce power relations. For this study, we have taken a qualitative approach, using Norman Fairclough’s Critical Discourse Analysis model to closely examine advertising captions from Pakistani TV, print, and social media. Instead of just reading the words, we have focused on how they were used—looking at tone, pronouns, and cultural hints—to understand how power and influence quietly operate through language. Taking Fairclough’s Critical Discourse Analysis (CDA), the research investigates how these brief but persuasive captions use authority, social positioning, gendered language, and cultural symbolism to influence consumer behavior and identity. By interpreting a diverse range of Urdu and English advertisements from television, social media, and billboards, this study puts light on the silent but potent strategies advertisers use to command attention and obedience. In doing so, it enlightens the ways language becomes a vehicle for power in everyday consumer culture. Moreover, the findings of this study reveal that even the simplest advertising captions carry subtle layers of power. Undoubtedly, Brands often use friendly, familiar language to sound close to the audience, but underneath, they maintain authority—shaping how people think, feel, and respond through culturally loaded and emotionally charged words.