LINGUISTIC ALCHEMY: EXPLORING THE MORPHOLOGICAL DEVIATIONS TECHNIQUE FOR MODIFYING CONSUMER PERCEPTION IN PAKISTAN’S PRINT MEDIA ADVERTISEMENT

Abstract

This research seeks to establish the complex relationship between deviations from the norm in printed advertisements and consumers’ subsequent behavior in the context of Pakistan. The language used in advertising operates as a strong persuasive tool most of which are selected since they break the standard gramatical rules of the language to appeal to the emotions of the target group. The present research, therefore, aims to categorize a sample of 25 advertisements from leading Pakistani magazines and journals by examining how these linguistic features, that include neologisms, blends, orthographic modifications or phonological innovations are systematically, deployed. It is ascertained from the study that these morphological deviations do add value to consumer memories and brand association beyond recall and that they create the impressions which are alterable forms of consumer behaviour. Further, the methodology includes the investigation of the socio-cultural significance of such deviations and provides examples how they manifest the tendencies any changes in Pakistani language usage and consumer society. As such, this study contributes to the understanding of new trends in how language, culture and commerce intersect in today’s Pakistan. Moreover, it highlights the role of linguistic innovation in managing consumer motivation and outlining the prospects for applying the principles of linguistic transformation to the exploitation of consumer expectations by marketers and advertisers.

Keywords: Gestalt Changes, Purchase Intention, Print Media Advertisements, Language Innovativeness, Brand Familiarity, New Coins, Spelling Alters, Pakistan Ad Linguistics, Language Dynamics, Influence Tactics.