COLLECTIVISM PORTRAYED IN SLOGANS OF PAKISTANI FOOD ADVERTISMENTS

Abstract

This research investigates different values portrayed in slogans of Pakistani food advertisement, in accordance 
to Hofstede's (2010) model of collectivism. It aims to scrutinize cultural and collective elements in language of 
slogans. The textual features were examined to uncover the cultural elements of Pakistan in the slogans of food 
advertisements. This study, however analyzed slogans through two main postulates of Hofstede’s model, i.e 
familial relationships and companionship. Thematic analysis of ten slogans of Pakistani food advertisement were 
conducted to test the degree of collectivism in Pakistani slogans. Thus, the research will  investigate the ways 
through which language of slogans  create emotional appeal, in order to manipulate the audience into purchasing 
the target product. Since, Pakistanis are closely knitted with their culture, the advertisers usually design slogans 
in accordance to collectivist culture of the country.  
The researchers found out that slogans of Pakistani food advertisements adequately reveal cultural values of 
Pakistan, which are centralized upon the ethnic principles of friendship and hospitality. It elucidates that the 
collective ideals of hierarchical joint family system  and companionship are recurrent themes of slogan. Hence, 
according to the research, slogans of Pakistani food advertisements are markers of cultural values of collectivism 
in the country.