Constructing Brand Identity in Pakistan’s Beauty Industry: An Ecolinguistic Framing Perspective

Abstract

This research explores how language frames and builds brand ideologies and identities of customers in the Pakistani beauty industries. Their focus is on the discursive strategies employed by two contrastive brands: Garnier and Saeed Ghani. Conceptual framework theory of eco linguistics Entman’s framing model (1993) and Stibbe’s Ecolinguistic model (2015) has adopted salience and selection, slogans, research analysis products name and the content if the website has been abstracted from the official websites.  The study highlights that the products of Saeed Ghani explore framing words used as identity for instance; herbal, halal and culturally sensitive narratives like Husan e Yousaf. On the other hand, the Garnier brand used trigger words related to green washing such as green- modernist, cruelty free, recycled, vegan and UV protection. Mostly it promotes consumerism. However, both brands foreground the main target like care, purity and hygienic. Both the brands Saeed Ghani and Garnier frame cultural-religions and align with ecological discourses respectively. The study finds out that both the brands used omission of important narratives and mask the social inequality and consumerism in order to sustain and maintain the identity of the brands.  The main focus of this article is to reveal how certain brand discourses not only advertise their product but also shape and frame the ideology and narrative of the audience's moral thoughts and perceptions. This research study has contributed to the field of linguistics specifically in ecolinguistic by implementing the trends of consumers in Pakistan.