GEN Z CENTRIC ADVERTISING CAMPAIGNS IN PAKISTAN: A SEMIOTIC ANALYSIS

Abstract

Objective:
This study explores how advertising campaigns in Pakistan employ semiotic strategies to engage Generation Z through visual and cultural symbolism.

Background:
Despite Gen Z’s dominance in the digital space, limited scholarly work examines how Pakistani brands construct meaningful narratives for this cohort using semiotics and visual rhetoric.

Methodology:
A qualitative content analysis was conducted using Barthes’ semiotic theory on five purposively selected campaigns (KFC, Nesfruta, Zong, Rastah, and one more). The sample includes publicly available media; population context includes Pakistani youth aged 13–27. Tools include thematic coding of verbal/nonverbal signs.

Results:
Findings reveal brands use culturally resonant visuals, slang, interactivity, and local symbolism to align with Gen Z’s values of identity, empowerment, and authenticity.

Recommendations:
Future campaigns should integrate AR/VR, co-creation, and social cause alignment to enhance relevance.

Limitations & Future Learning:

The study excludes consumer reception; future research should include audience ethnography or mixed-method approaches for broader insight