AN ECO-LINGUISTIC ANALYSIS OF PAKISTANI ADVERTISEMENTS: A GENDER BASED STUDY

Abstract

The study of Eco-Friendly Messages in Pakistani Ads delves into the influence of eco-friendly messaging on consumer behavior, specifically focusing on gender differences in the Pakistani context. Against the backdrop of a rising global environmental consciousness, Pakistani advertisers have incorporated eco-friendly messaging to resonate with an increasingly environmentally aware audience. This research explores the effectiveness of such advertisements compared to traditional approaches, aiming to uncover the motivations behind consumer choices and communication strategies within these ads. Through a careful analysis of ad content and by posing questions, the study examines how messages about environmental consciousness were encoded and decoded, emphasizing the strategic promotion of eco-friendly products in alignment with gender-specific preferences. Key findings indicate nuanced differences, with a slightly higher percentage of men expressing a liking for eco-friendly ads, yet women showing a higher inclination towards regular products in their purchasing decisions. These insights highlight the significance of tailoring advertising strategies to specific audiences, offering valuable guidance for advertisers seeking to navigate gender dynamics and promote sustainability in a diverse and dynamic market like Pakistan. Ultimately, the study contributes to a deeper understanding of the evolving landscape of advertising in Pakistan and provides practical insights for crafting impactful campaigns that align with consumer preferences and environmental sustainability.