An ESP Based Linguistic Analysis of Social Media Marketing on Pakistani Fashion Industry

Abstract

Social media marketing of Pakistani fashion brands through English for Specific Purposes (ESP) is analyzed in this study along with Instagram branding linguistic strategies. The research examines the digital branding methods of leading fashion brands through an analysis of their Instagram posts by studying their discourse patterns along with their lexical choices and syntactic structures and code-switching behaviors between English and Urdu languages. The combination of analysis based on Dudley-Evans and St. John’s (1998) ESP framework and discourse and stylistic approaches demonstrates how brands develop persuasive storytelling to improve user interaction and personal development. The analysis confirms that fashion companies implement emotive terminology as well as seasonal trademarks coupled with persuasive arguments and dual language approaches to match their promotional efforts to customer tastes. This research adds to ESP studies in digital environments by creating valuable knowledge which faculty members can utilize for developing fashion and marketing training programs and curriculum. Research should investigate branding through multiple communication channels while studying receiver responses in addition to implementing ESP methods between cultural markets.