The Semiotics of Local Captions and Slogans in Pakistani Advertising Design

Abstract

Slogans play a vital role in any traditional or digital design campaign. Slogans are an influential tool for visual advertising. The impact of semiotic dimensions is studied in Pakistani advertising agencies and design studies regarding slogans.  Through the lens of semiotics, the work of copywriters, art directors, and graphic designers is studied. Through the qualitative method, the study focuses on the precise advertising campaigns from different local and international brands in Pakistan. There is a blend of slogans in Urdu, English, and mixed language. The research highlights that slogans used in Pakistan through the visual communication campaigns and the graphic design industry for brands contribute a lot to brand identities. Cultural importance in Pakistani advertising campaigns through slogans suggests that designers and marketers apply the semiotic framework for the advancement of effective communication. Through the bilingual switching and regional cultural narratives, designers of Pakistan bridge the contemporary, modern, local, and traditional values.