Dream Home in Capital Area: A Research Study on Semiotic Analysis of Real Estate TV Commercials in Islamabad, Pakistan

Abstract

Aim of the Study: This study investigates the use of semiotic elements in analyzing the persuasive techniques used in real estate TVCs televised in Islamabad, Pakistan. This research investigates how TVCs as multimodal texts function through visual, aural, and linguistic means to tap into the sociocultural values and aspirations of the audience. Methodology: This study adopts a purposive sampling technique to select samples for analysis, ensuring that the primary data sources meet specific criteria relevant to the research objectives. The selected television commercials are chosen. Six real estate television commercials, one each of Blue World City Islamabad, Capital Smart City Islamabad, Eighteen the Heights Islamabad, Green Homes Islamabad, Gulberg Greens Islamabad, and Park View City Islamabad were are analyzed. Findings: The results revealed different aspects for constructing a likable image for real estate projects through visuals, language, music, celebrity endorsements, and rhetorical appeals. All these elements combine to work hand in hand to produce a narrative that influences the target audience, specifically those of the rich and expatriate elite. Luxurious facilities like golf courses and shopping malls are at the forefront in appealing to the desires and anxieties of an affluent small sub-group. In this sense, it subtly reflects ideological manipulation to further an elite class consciousness based on exclusiveness. Conclusion: A critical observation of gender representation unveiled a deep bias based on patriarchal norms, with most advertisements reinforcing traditional gender roles. This reflected the larger canvas of Pakistan's norm but also underscored the call for more inclusive and equal-handed representation of women in the commercials.