ORIENTS SOCIAL RESEARCH CONSULTANCY (OSRC) & PAKISTAN LANGUAGES AND HUMANITIES REVIEW (PLHR) adheres to Creative Commons Attribution-Non Commercial 4.0 International License. The authors submitting and publishing in PLHR agree to the copyright policy under creative common license 4.0 (Attribution-Non Commercial 4.0 International license). Under this license, the authors published in PLHR retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially. All other authors using the content of PLHR are required to cite author(s) and publisher in their work. Therefore, ORIENTS SOCIAL RESEARCH CONSULTANCY (OSRC) & PAKISTAN LANGUAGES AND HUMANITIES REVIEW (PLHR) follow an Open Access Policy for copyright and licensing.
How to Cite
Meta-function in Representation of Class Difference: A Social Semiotic Analysis of Cooking Oil Ads
Abstract
This article aims at analyzing the implied ideologies underlying the images of cooking oils electronic commercial advertisements. The study explores how social semiotic resources are used to broadcast capitalistic ideologies in society. To analyze the images of ads of cooking oil, the reading image model proposed by Kress and Leeuwen (2006) has been applied. The primary supposition in the present study is that the eye-catching settings of ads are used to imprint the minds of the people to draw the line of discrimination. Two electronic commercials that were watched in the span from 2014 to 2015were downloaded from YouTube and the images were selected purposively. The result exposes that advertisers utilize social semiotic resources selectively to propagate class difference and hold the influential image of elites on the viewers' minds. The study is significant for those forthcoming researches who want to explore how various ideologies influence the common people brain, often unknowingly
Authors
Sumra Naz
M. Phil. English Scholar, Department of English, RIPHAH International University, Faisalabad, Punjab, Pakistan
Dr. Adnan Tahir
Associate Professor, Department of English, Govt. Emerson College, Multan, Punjab, Pakistan
Dr. Ayyaz Qadeer
Assistant Professor (English), Department of Management Sciences, COMSATS Institute of Information Technology, Wah Campus, Punjab, Pakistan
Keywords
Commercial Advertisement, Marxism, Meta-function, Social Representation, Social Semiotics
