Author(s): Rimshah Shaukat, Sehreen Mustafa, Armish Rizwan, Kisaa Zahra, Qurat Al Ain, Saliha Arbab

Abstract: This study explores the persuasive strategies employed in Pakistani beauty product marketing, paying special attention to the ways in which these commercials impact Pakistani culture. In addition to being business tools, advertisements are cultural artefacts that represent and influence societal norms, values, and ideas. The study intends to identify the subtle ways in which five print media advertisements for beauty products employ persuasive techniques to sway consumer behaviour. The advertisements are examined using Norman Fairclough's Critical Discourse Analysis (CDA) methodology to show how language and discourse are used to both promote items and reinforce cultural views and ideologies. This study examines how language, advertising, and consumers' perceptions of beauty interact, emphasising how ads influence societal norms and establish new cultural standards. The study also looks into how advertisers use rhetoric and emotional appeal to connect with consumers by crafting unique language terms to appeal to specific audience segments. In the end, this study offers a thorough grasp of how advertising for beauty products function in Pakistani culture as both commercial instruments and cultural representations, shedding light on the influence of the media on societal values and consumer attitudes.

Keywords: Magnificence Items, Enticing techniques, Belief system, Print Media, Pakistani Culture, Talk Investigation

Article Info: Received: 22 May 2025; Received in revised form: 18 Jun 2025; Accepted: 21 Jun 2025; Available online: 27 Jun 2025

DOI: 10.22161/ijels.103.100