Analyzing Persuasive Language in the Description of Selected Pakistani Clothing Brands: A Critical Discourse Analysis

This study presents a critical discourse analysis of the persuasive language employed by Pakistani clothing brands Maria B. and Asim Jofa in their product descriptions. Through a qualitative analysis of these descriptions, the study explores the textual, discursive, and social dimensions of the selected brands. It employs Fairclough’s (1989) three-dimensional model of critical discourse analysis to examine the persuasive strategies used. The findings reveal that Pakistani clothing brands use aspirational language to evoke luxury, exclusivity, and high social status. Designers incorporate culturally rooted colors and symbols to enhance emotional appeal and consumer connection. Advertisements often portray idealized social roles, such as the modern woman or the stylish man, to reinforce identity and belonging. Emotional appeals tied to beauty, status, and cultural pride are central to shaping consumer behavior. This discourse strategically blends cultural references and emotional triggers to influence purchasing decisions. The study has its implications for fashion designers, linguists, and economists. However, there is a need to analyze the descriptions of other brands through different linguistic frameworks for a more comprehensive understanding.