Discourse Analysis of Billboard Advertising Slogans



This paper gives information regarding the language used in billboard ads. It examines billboard slogans with the application of Halliday’s theory of metafunctions. 50 billboard ads from Lahore (a city of Pakistan) were taken for analysis. These ads were randomly captured from the city and included food, clothing, mobile network, beverages, beauty soaps, shampoos and shoes ads. Results were analyzed with the help of SPSS software which showed that linguistic devices like alliteration, simile, personification, adverb and rhyme have seldom been used. Euphemism has not been located in any of these ads. Metaphor, neologism and adjective have been used more frequently. It encapsulates that advertisers usually try to resemble their products with something already considered valuable or use adjectives to qualify them and also invent new words to attract attention of costumers. This study can prove to be very helpful for other researchers, advertisers and for those who want to make their language beautiful and more meaningful to quickly hunt for the attention of others.


Slogan, Billboard, advertisements, discourse analysis, linguistic devices

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