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The study exposes how ideological framing operates within the ads and clarifies the persuasive choices made by the advertisers. Critical discourse analysis is used to describe, interpret, and explain the techniques employed by ad-makers, linking linguistic and contextual properties to power and ideology.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":15,"@type":76,"position":81},"https://docshare.wps.com/document/literature/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/flourishing-creativity-literacy-working-of-ideology-in-the-tv-commercials-of-cold-drinks-in-pakistani-media/589605/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/flourishing-creativity-literacy-working-of-ideology-in-the-tv-commercials-of-cold-drinks-in-pakistani-media/589605.png","ImageObject",300,407,{"name":92,"@type":93},"Terk","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-23","2026-10-15",true,{"@type":102,"interactionType":103,"userInteractionCount":19},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What is the main purpose of the article?","Question",{"text":112,"@type":113},"The article aims to analyze TV commercials for three carbonated cold drinks from Pakistani media and reveal their ideological framing.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"Which analytical framework is used in the study?",{"text":117,"@type":113},"The study uses Fairclough’s three-dimensional framework to conduct the analysis.",{"name":119,"@type":110,"acceptedAnswer":120},"What kinds of techniques does the article focus on?",{"text":121,"@type":113},"It focuses on the different persuasive techniques used by advertisers, explaining them through critical discourse analysis.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},589605,1792611347,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":14,"category_name":15,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":19,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145},1099525198933,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","Advances in Language and Literary Studies ISSN: 2203-4714  \nVol. 6 No. 2; April 2015  \nAustralian International Academic Centre, Australia  \nFlourishing Creativity & Literacy  \nWorking of Ideology in the TV Commercials of Cold Drinks  \nin Pakistani Media  \nMadiha Ahmad (Corresponding author)  \nUniversity of Lahore (Sargodha Campus), Pakistan  \n[E-mail: madihaahmad1991@gmail.com](E-mail: madihaahmad1991@gmail.com)  \nSofia Ahmad  \nUniversity of Lahore (Sargodha Campus), Pakistan  \nE-mail: [sofiaahmad0@gmail.com](sofiaahmad0@gmail.com)  \nNida Ijaz  \nUniversity of Lahore (Sargodha Campus), Pakistan  \n[E-mail: nida_24capri@yahoo.com](E-mail: nida_24capri@yahoo.com)  \nSumera Batool  \nUniversity of Lahore (Sargodha Campus), Pakistan  \nE-mail: [sumerabatool47@yahoo.com](sumerabatool47@yahoo.com)  \nMaratab Abid  \nUniversity of Lahore (Sargodha Campus), Pakistan  \n[E-mail: maratab_abid@yahoo.com](E-mail: maratab_abid@yahoo.com)  \nDoi:10.7575/aiac.alls.v.6n.2p.247  \nURL: [http://dx.doi.org/10.7575/aiac.alls.v.6n.2p. 247](http://dx.doi.org/10.7575/aiac.alls.v.6n.2p. 247)  \nReceived: 20/ 12/2014  \nAccepted: 24/02/2015  \nAbstract  \nThe article aims at the analysis of the TV commercials of three carbonated cold drinks from Pakistani media. The analysis will be carried out using the three dimensional framework presented by Fairclough. Through the analysis, the ideological framing of the commercials will be brought to light. To achieve this purpose different techniques used by the ad-makers will be described, interpreted and explained in the light of critical discourse analysis.  \nKeywords: Advertisements, Power, Ideology, CDA, Fairclough  \n1. Introduction  \nWhile the issues of ideology, power, gender and identity are aimed at in various studies taking concrete instances usually from the printed advertisements of different products such as beauty products (Kaur, Arumugum, & Yunus, 2013), and services such as that of airlines (Conradie, 2013), banks ’advertisements (Tahmasbi & Kalkhajeh, 2013), this study aims at the issue of ideology along with power taking its subject from TV commercials (henceforth TVCs) . TVCs are an important form of advertisement being one of the major source of marketing in the present world due to their wide ranging scope through the media. Although there are other types of advertisements including both printed and electronic media as well, but due to the TVC’s access to mass audience, these commercials gain wide reception. In order to lure the masses to seek the services or the products which are sold through these commercials, certain persuasive techniques and ideologies are employed in them. In this article these techniques will be explored through the analysis of selected commercials of three carbonated soft drinks from Pakistani media.  \nThe objectives ofthe study are:  \n1. To describe the structure of the selected TVCs.  \n2. To find out the techniques used in the TVCs of cold drinks.  \n3. To discover the underlying themes ofthe selected TVCs.  \n4. To search for the impacts, expected by the ad-makers, on the viewers.  \n5. To look for the ideologies exploited in these TVCs.  \n2. Review of literature  \n2.1 Advertisement  \nAn advertisement, in a broad sense refers to the practice of informing the people about some product or service and persuading them to buy or avail it. Cook (2001) rejects such function oriented definition of advertisement for three reasons. Firstly because there are some ads which do not aim at selling a product. Secondly, the function of persuasion can be achieved by any genre other than that of advertisement. Thirdly, the genre of advertisement might serve to perform several different functions besides the function of persuasion. For these reasons Cook suggests a prototypical approach, where advertisement will be defined in terms of some typical features or technique.  \n ALLS 6(2):247-260, 2015 248  Advertisements aim at constructing or changing our opinion or belief about something or some issue","cbCaibsDfxwpohwE","https://ap.wps.com/l/cbCaibsDfxwpohwE","pdf",230528,14,"English","# Introduction\n# Review of literature\n## Advertisement","[{\"question\":\"What is the main purpose of the article?\",\"answer\":\"The article aims to analyze TV commercials for three carbonated cold drinks from Pakistani media and reveal their ideological framing.\"},{\"question\":\"Which analytical framework is used in the study?\",\"answer\":\"The study uses Fairclough’s three-dimensional framework to conduct the analysis.\"},{\"question\":\"What kinds of techniques does the article focus on?\",\"answer\":\"It focuses on the different persuasive techniques used by advertisers, explaining them through critical discourse analysis.\"}]","Flourishing Creativity & Literacy - Working of Ideology in the TV Commercials of Cold Drinks in Pakistani Media | PDF",1792067734,22]