Alluring Forces Of Housing Scheme Advertisements: A Critical Discourse Study


  • Sana Ghaffar Ghaffar University of Sargodha
  • Dr. Mussarat Azher University of Sargodha
  • Ms. AlMujtaba Cheema University of Sargodha


Critical Discourse Analysis (CDA), Systemic Functional Analysis (SFL)


The aim of the present study is to figure out the alluring designs opted in different housing schemes advertisements while presenting them by affecting the global socio-cultural context. It includes the confirmation to the already prevailing ideological stances of the society, as people are more inclined towards giving preference to the modern living style than the simple ones. For the study purpose, three influential housing schemes (DHA, Bahria Town, and Eden homes) were chosen. The data was analyzed by adopting the 3-dimensional framework of Critical Discourse Analysis, integrated with Systemic Functional Linguistics and grammar of visual design. SFL provides a good framework for the textual analysis of the advertisements in the form of transitivity analysis. Therefore, this study is significant to highlight the stance of public exploitation by the advertisements, taking advertisements as an elusive tool to convince the public to buy the properties at high rates. Moreover, it also paves the way for the further exploration of the power endorsing tools, which control the public opinions related to housing schemes.


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How to Cite

Ghaffar, S. G., Azher, M., & Cheema, A. (2021). Alluring Forces Of Housing Scheme Advertisements: A Critical Discourse Study. Pakistan Journal of Applied Social Sciences, 12(2), 97–116. Retrieved from