Marketization of Education in Pakistan: A Critical Discourse Analysis of Advertisements

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Focusing on educational advertisements in Pakistan, this research employs Fairclough's three-dimensional Critical Discourse Analysis model to dissect marketing techniques. It delves into text analysis, processing analysis, and social analysis to understand how these ads effectively engage their target audience. The study also examines the underlying ideologies that the audience may inadvertently adopt. Utilizing purposive and critical case sampling, the research is supported by visual data from the advertisements themselves.