A Critical Discourse Analysis of Capitalist Ideology in Pakistan’s KFC Instagram Ads
Abstract
The study aimed to analyze the linguistic and multimodal features of KFC Instagram selected advertisements to understand how KFC reinforces capitalist ideology within KFC Pakistan’s Instagram advertisements posted on 1st March 2025. Two culturally significant advertisements from 1st March, 2025, were selected through purpose based sampling. They were analyzed to uncover how linguistic choices, visual elements, and branding strategies promote consumerism, convenience, and brand loyalty within Pakistani context. Norman Fairclough’s Three Dimensional Model of Critical Discourse Analysis (CDA) was used to explore the interplay of language, imagery, and socio cultural discourse in influencing consumer perceptions and reinforcing market ideologies. Findings reveal that KFC constructs consumer desire through emotionally charged language, commodifies local traditions by integrating familiar elements like “Zingeratha” and “Karak Chai”. Also, it uses religious occasions such as Ramadan for commercial gain. Multimodal imagery and strategic use of brand logos and culturally resonant symbols further increase consumer engagement.
Keywords: Critical Discourse Analysis, Capitalism, Advertising, KFC Pakistan, Instagram, Consumerism, Fairclough, Multimodal Discourse, Globalization, Ramadan.
