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1. INTRODUCTION

1.1 Background of the Study:

Since 1947, Pakistan appeared on the map of the world. Many counties recognized Pakistan

and United States of America was one of them. Pakistan is golden sparrow for European

countries and America from beginning. America took interest in Pakistan and, invested and

is investing in it. It brings the new welfare project “Roshan Pakistan” in Pakistan for its

ambitions. It gives the aid in form of millions and billions dollar to undeveloped countries

especially Pakistan that called the USAID.

USAID is given by United States government to the Pakistani government for the project

“Roshan Pakistan”. The purpose and motive of USAID is the enlightenment and betterment

of Pakistani society and community in the eyes of world. While their personal own motive is

to transmit their ideology in Pakistan. By the means of advertisements, they show their

generous face to the world and in the same phase, they want to improve their image in the

eyes of Pakistanis.

US uses the tool of advertisements in all Medias (print, electronic & social) for showing the

development and growth to other part of the world. These advertisements show progressive

society of Pakistan by the help of USAID to the world.

The method applied in this study, is Critical Discourse Analysis (CDA). Through this

medium, I analyze the USAID advertisements and see that either our society and community

is being developed and enlightened or American just propagate its ideologies.

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1.2 Statement of the Problem:

United States of America adopts various ways of propagating ideology in under-developed

countries being apparently adherent of welfare. One source of the propagation of their

ideology is USAID Advertisements. This research reveals the hidden ideology of USAID

Advertisements in Pakistan.

1. 3 Objective of the Study:

Following is the main objective of the study;

1. What is the hidden ideology behind Advertisements of USAID in Roshan Pakistan

TV Ads (which is a project of USAID in Pakistan)?

1. 4 Research Question:

The main question of this study is;

1. To find out the hidden ideology behind the Advertisements of USAID in

Pakistan in Roshan Pakistan TV Ads (which is a project of USAID in Pakistan)?

1.6 Significance of the study:

USAID plays a very significant role in the under-developed countries. This study explored

the underlying US-propagated ideology in the Roshan Pakistan advertisements (a project of

USAID). It also discovered the multi-layers of realities hidden in USAID advertisements

through which the reader can understand how such advertising discourse play with mental

approach of the people of underdeveloped countries .This qualitative study based on critical
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discourse analysis of the USAID advertisements of electronic media, discovered the multi-

layers realities of US’s welfare project.

2 - LITERARURE REVIEW

This chapter is related with the review of pervious works which are related with my

concerns. This section is divided into three parts; first belongs to the review of

advertisements and second one is related about the review of CDA and its relationship with

language. The third and last one is about US-Pak relations and USAID and its language in

ads.

2.1 Language in Advertisements:

Advertising is a variety of comprehensive communication for conveying the information

across the board. It has the persuasive nature and is highly paid for that purpose. Harris and

Heldon, state that advertising talks about a public interest and premeditated for spreading

information with the notion of branding and labelling of markets goods, products and

amenities (2002). The American Marketing Association (AMA) in 1992 explains advertising

is not about the interpersonal communication of information. It is usually on paid for and

convincing in nature about products, notions or services (GUNJAN BAHETI, 2012).

Advertisement make the minds of readers and receivers. It arises the psychosomatic needs

and intentions of consumers. It acts as a mediator between the psychological desires and

consumers. Advertisements are based on the responsive and coherent appeals. Advertisers

follow a code of conduct and ethics when they publish the advertisements in market. While
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when we talk about Pakistan, in which has not specific criteria. Ads is not according to the

merits and any code of ethics as alike other established countries (Wang, 2006).

2.2 CDA

Discourse analysis a pattern to analysis the language beyond the level of sentence and

relationship between linguistics and non-linguistics behaviour and CDA as van Dijk puts

about it that is a special approach in discourse analysis concentrating primarily on discursive

conditions, components and certain consequence of the power exploitation as misused by the

dominant groups or institutions within a society and community (1995). In this respect,

Benwell speaks out that according to van Dijk, CDA covertly, treats identities which reflects

of the ideological notions. It has greatly contribution in language theory of systematic

functional linguistics (Halliday, 1994).

CDA is an inductive approach, when comparison is drawn with other communicative critical

approaches like critical rhetoric (McKerrow, 2009), critical ethnography (Vannini, 2009), or

critical organizational communication (Ganesh, 2009). However it develops a deductive

approach when it is matched with other discourse approaches for example conversation

analysis (Drew, 2005), ethnography of communication (Philipsen and Coutu, 2005) or

action implicative discourse analysis (Tracy, 2005).

CDA is established on ideas and philosophies derived from Marxist theorists Althusser,

Habermas, Gramsci and Foucault. According to Hammersley (1997), the term ‘critical’

came to being as an understatement (p: 244). As ‘Marxism’ was an offensive term in a

purely American context. The term ‘critical’ fast grew up for to being used when it makes

links to approaches that grew out of Karl Marx and Friedrich Engel’s theories.
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2.3 USAID and its Language:

Colonization or Imperialism’s concept is very common in the world. Many underdeveloped

countries were colonies of developed countries in past. Pakistan is one of the countries who

was also a colony of British Empire. Nowadays, just dominant country is changed while

everything is same. America is doing as same as which was done by British Empire.

America also came in Pakistan with the slogan of Enlightenment and betterment of

Pakistanis. Hence, Americans invested in Pakistan and Launch novel project “Roshan

Pakistan” with their some hidden ideologies. This type of ideologies might have been strong

concerns. It might be positive or negative. It will be invested in data analysis in chapter four.

Baloch says that the Pak-US relationships have passed through many stages from the very

beginning. Even though there has been chaos in the relationship between the two countries,

still generally US has been as friend of Pakistan (2006, p:28).

“The United States and Pakistan relations, broadly speaking have been

synchronized on the same wavelength during the Eisenhower, Nixon and

Reagan presidencies. During the Kennedy, Johnson, Carter, Bush, and

Clinton administrations, however, policy differences have been more

pronounced and significant.”

After the September 11th, attack on United States, pakistan delivered fullfledge sustenance to

US to fight back against terorism in the entire region. President Musharraf offered President

Bush pakistan’s full provisions and assistance and came to be an officious supporter of anti-

terrorism coalition. Afer the union of Pakistan and US against war on terror, US aid

happened to release in Pakistan. The USaids also have the functional and operative

programs like scholarship, loan and dept progressive programs for Pakistan by the
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numerious vital international financial institutes. These all aids of America came in Pakistan

with the anme of enlightenment and betterment of Pakistanis. So, they capitalized in

different schemes and projects of Pakistan and launched new project with the name of

“Roshan Pakistan” with their some hidden propagated agendas (Hoda, Janurary 11th, 2013).

US backing and advertisements promotion“Roshan Pakistan” is an endeavor of generating

transparency and wakefulness about American’s contribution for Pakistan and Pakistanis.

In the article (“USAID Pakistan advertising heavily to gain soft image,” June 3 rd, 2012) that

it was started that USaid Pakistan advertising heavily to earn soft image in eyes of Pakistani

people for America but whether the campaign is sucessful or not, Pakistanis are grateful to

US for their good work on the other hand simultaniously, they want answers of US’s

mistakes (Abert, 1992). First ever public diplomacy campaign was released in October 2002

by the American state Department performing television plugs advertising the happy lives of

Muslims in America, the scholars found a optimistic response about the campaign (Tayebi,

2010).

Many experimental and empirical researches have analysis about to study of relationship

and mechanism between the advertisements promotion and people’s perception as well as

their perceptive behaviour and optimistic and adverse impacts of advertisements drive on

population. It is found that the notion and content of advertisement play significant part in

efficiency of promotion. Through the pictures, the message of ads is received by readers and

viewers, and advertisements get attention of audience because their appeal is according to

the psychological framework of the targeted audienceand it should be in this way (L. P.

Peterson, 2005). Some further researches also discovered the stratagem, benefits, financial

and public perspective of extraneous aid particularly by United States. It was explred in
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researches that USAID is being distributing to a particular country on the basis of intertest of

donor country means America, rather than recipient and needed country. US have more

interests in those counties that receive more aids rather than others. Recipient countries

should have economy and armed affliation with United States (Hali, May 20th, 2011).It is

investigated that;

“American aid has been used as carrot and stick to get Pakistan to do the

bidding of the US. The carrot has been the promise of financial aid while

the stick has been the threat of curtailing thet aid. The myth of America aid

is that it is amorphous and addictive. It puts the nation into a state of

stupor”.

According to the report, anti-American sentiment is getting influential and prevalent in

Pakistan even direct beneficiary of US brought into being aid did not alter their views. In

professionals and specialists point of view, it is all on account of awareness gap and to

overcome this gap US experts appeal their government to labels and publicize the aid for

public diplomacy.

In another article (“The Dawn and Nawa-i-Waqt,” Saleem, 2008) in that it mentioned, how

media of both counties e.g. Pakistan and US, is enfolding each other. It is discovered that

Pakistani press enfolded a critical US image in Pakistan; it also highlighted the discrepancy

of the American policies towards Pakistan. It is also scrutinized that America is being

framing as “enemy” by the top leading Pakistani press (Ali, Jan, & Saleem, 2013).

“After 9/11, America declared Pakistan as in front line Non NATO ally in

war on terror but Pakistani media was not ready to trust on America, the

same situation was prevailing in American Press” (Khan & Safdar, 2010).
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On the other hand, it was examined that America leading news magazines i.e. “Newsweek”

and “Time” are also much prejudiced and without analyzing people and government’s

attitude towards extremism and terrorism is extendingdeleterious image of Pakistan in US.

3 - METHODOLOGY

3.1 Research Paradigm:

The research work is qualitative in nature.

3.2 Method:

In this study, the method adapted is of CDA. Critical Discourse Analysis is a technique of

Modern Linguistics for analysing the language of specific agenda, ideology, gender and

social identity. The method of this research is Fairclough’s 3 Dimensions model about text,

discursive practices and social practices has been applied to analyse the advertisements.

Kress and van Leeuwen‟s Grammar of Visual Design is also used through two components

for visual discourse represented participants and interactive participants

3.4 Sample:

This research work is based on the two visual advertisements funded by USAID. USAID

uses the tool of advertising for their campaign in all over the world and in Pakistan as well.
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3.3 Delimitation:

This research is delimited to only two Roshan Pakistan TV Ads of 2012 (which is project of

USAID)

3.5 Data / Content Collection:

The advertisements are collected from the top elite news channels of Pakistan. These all ads

belong to USAID which are funded by American in Pakistan.

4 - DATA ANALYSIS

Ad can be considered as a kind of discourse that in its center power and ideology interact

and can be used to express and impose one’s ideology. As a result CDA could be used to

analyze this type of discourse to unmask the implicit ideologies behind it. This study would

use analytical paradigm of CDA described by Fairclough (1989, 1992, 1995a, 1995b) and

methods for analyzing images developed by Kress and van Leeuwen (1996) to analyze two

different ads to reveal the hidden intentions behind them. Fairclough (1989, 1992, 1995a,

1995b) developed a model for CDA which constitutes three dimensional boxes, nesting one

inside the other. The use of language also reveal social relations (Fairclough, 1995).

Discourse analysis emphasizes language as a tool that constructs texts and talk. It does not

only analyze the text itself but also the processes that govern its production and reception,

from producers to the target audience. Rather than using language to imply the presence of

underlying psychological constructs, it focuses on how people use language to express their

inner-self and state of mind.

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To explain the relation between power and discourse Fairclough presented another approach

in “Language and Power” CDA can be used to explore the language used in social relations

of power or to investigate how meanings and ideologies are constructed in contexts (Bloor

& Bloor, 2013).

(1989:43-76), where he distinguishes between ‘power in discourse’ and ‘power behind

discourse’. Power in discourse as a form of social practice is exercised through language in

various ways, for example in face-to-face encounters or in the discourse of the mass media.

Whereas power behind discourse describes the formation of power relations as to which

Social bodies, organizations and institutions form the power relationships behind discourse.

“Power is never definitively held by any one person, or social grouping, because power can

be won and exercised only in and through social struggles in which it may also be lost”,

states Fairclough (1989, p. 43).

The type of advertisements is electronics media .Two different USAID commercials had

been selected for analyzing. These TV commercial ads had been taken from Pakistani TV

channels. The first USAID commercial was released on May 7, 2012 and second was

released on may14, 2012.

4.1 First USAID advertisement:

I. Textual Analysis:

The first dimension of Fairclough’s 3D Model represents “the object of analysis (including

verbal, visual or verbal and visual texts)” (Janks, 1997: 26). The term text, however, is not

only linguistic units of sentences or clauses. All semiotic indications such as images,

different colors, signs, sounds, etc. are considered as text. At this level of analysis, the
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linguistic features of the text, which comprise of the transcription of the spoken dialogues,

will be examined.

The first selected commercial of USAID Roshan Pakistan start with the conversation

between father and daughter, father said to her daughter send a text message to that uncle of

yours and tells him that he is no longer my brother. The girl is frightened by the way her

father is talking and by the facial expressions of her father. Another reason of her fear is

what her father is talking about the order that her father is giving her because she is getting

education and somehow understands the value of these relations but father is uneducated so

in this ad represents the illiteracy of old man as well as the social norms of the rural areas

that are providing in their society due to uneducated mind set of villagers.

USAID is representing Pakistani uneducated people have very low mental level and

standard. And they can’t make a good relation if they will not familiar with education. This

is very important factor in society how deals with relationships especially blood relations

and USAID presents that they are helping to solve this factor through education therefore in

this add they presents first character how he is showing something negative with his brother

. Verbal communication through mobile phone also carry something meaningful that is also

representing very low level of Pakistani illiterate people to show that they are not able to use

mobile phone and they are dependent upon other and this shows that Pakistani people are

also dependent to get education and in this ad USAID highlighting that they are fully

supporting in education sector.

In this ad USAID presents a normal mediocre family with low mental level in a village and

give a picture of that things which are representing rural life this is meaningful because

something is hidden and have many purposes. The house is having a furniture like chair
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wooden chair, there are hanging clothes on wall, the pigeons are sitting, and the young girl is

studying her books and sitting in the courtyard. This environment represents a picture of

people living style and how they can make it suitable for living if they get education .The

use of all these things also represents culture of Pakistani rural people.

The girl send a message of different text and interpretation of what her father has said.

This is the result of education and attracted for the viewer’s how a young girl interprets the

text and using awareness for the right purposes.

In the next scene when uncle received that text at that time face expression of that person

shows negativity and that is also represents illiteracy of rural area people in Pakistan. Uncle

said to his son who is this message from?

Son said it’s from the elder uncle now he also interpret and said that uncle says he was

unfair with you earlier and that is why he is coming himself to apologize .

The father of that son was in a very bad but when he listen about his brother he become

polite and changed the mind about his brother. And uncle first came to his brother home and

the old man angrily opens the door but when he saw his brother’s polite mood and his

presence he became sorrowful and forgot his brother and both forget all the clashes between

them.

This is very important message by the USAID how they make a good relation how they try

to resolve problems and they present a way to solve all these problems which is education.

After this picture, this conversation in this ad USAID presents its logo of USAID and all

shows they are committed to make a “ROSHAN PAKISTAN”.

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The USAID logo is presented at the point where the both families reunite and the message

conveyed at the same time in ad through text. This is why American people through USAID

are providing tremendous assistance to Pakistan.

The use of background music is very positive in sense it is something like pleasurable

moments and also some sort of achievement. But it is only portray a message this

achievement is only because of USAID.

After giving this message next in this ad USAID presents how USAID is working in

Pakistan, shown the under constructed institutes for education sectors, background voice is

very important who is explaining how USAID is working , USAID is funding in education

sector in building thousands of school and providing facilities in them . Advanced training

for the teachers and the higher education scholarships for more than 10.000 students. This is

all about representing USAID contribution for the development in education in Pakistan

In this ad a USAID organization member comes to a school and shakes hand to the student

and appreciates the student on getting scholarship. This is representing the logo of USAID

one hand belongs to American people and the other hand belongs to Pakistani nation and

this sign is very important in ad the shaking hand is a sign of mutual co-operation between

the both countries and the ad ends with the logo of USAID.

II. Discursive Practices:

This section will discuss the processes related with interpretation and interaction between

the text and the receiver in terms of finding out the target audience and how they are framed,

that is, “the way in which the content of the text is presented to its audience, and the sort of

the perspective, angle and the slant the writer or speaker is taking” (Paltridge, 2008, p. 187).
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The ad of the USAID, the second dimension is that this text is all about the illiterate people

of Pakistani rural areas and there is need of education. The basic appearance purpose is not

one, that is also a picture of Pakistan’s undeveloped areas in which Pakistani government

itself is not paying attention but USAID is consciously taking interest in those areas of

Pakistan.

But the point is that who are the actual presenters of this advertisement that what the

purposes behind this ad are. Is this only to highlight the importance of education in real

world? Why that power is showing its own interference in that area in which education is

really required. But the question arises that Pakistani establishment is doing nothing for

those rural area’s people? Who are leading these two words “ROSHIN PAKISTAN” by

USAID? In this selected ad producer of this ad presents that Pakistan can become Roshan

Pakistan if Pakistani people accept happily the investment of USAID. The question is that

who are making a good image of US in the eyes of Pakistani people by the help of USAID.

Why these ads are presented as like USAID has too much in the favor of Pakistani people

and why these characters of this add are accepting happily USAID’S works. USAID ad are

trying to produce their good image among Pakistani viewers and also viewers from all over

the world. They have created their positive image on viewers by showing that they are

working in under developed countries for the development and progress purposes through

this positive image , they are working for their hidden ideology . The text of this ad shows

that the USAID organization are highlighting their own motive as well as their works that

are running in Pakistan. The content of the ad is presented in a way to show off whatever,

USAID is working in Pakistan but undercover of these projects, are their own benefits and

hidden purposes for which they are funding as well as working. By this type of ad, the
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viewers get the positive image and soft corners for American people but the Americans

don’t have rather a soft corners nor a positive image of Pakistani people. The people in rural

areas are not educated and so they cannot realize and understand the actual situation and

purposes of their working especially in those areas where people almost well-familiar with

their evil mind sets. So, by these projects and facilities, the USAID is controlling the minds

of people and they are trying to put their own stuff in Pakistani minds and culture. In short,

they are encrypting the minds of people in rural areas.

III. Social Practice Discourse, power and ideology:

The social conditions which govern the process of production and consumption of the text

are a main concern in this phase of analysis. In this part the larger picture will be looked at.

The ad of USAID is a part of a bigger world-wide campaign, let’s make together Roshin

Pakistan, creating emotional appeals in order to bring people together and communicate the

feelings of happiness and joy.

The text of the ad, when related to our society, it shows that how USAID is prevailing in the

society and where it stands for the people in our society. If we see from the historical

perspective, then since the day of 9/11 incident, the Americans always blame Pakistanis for

that accident and they consider Pakistan as a terrorist community based country. So if

Pakistan is terrorist country then why the USAID is presenting in Pakistan, funding for the

projects, working for the welfare of our country and trying hard for the progress and

improving the standards of our people . This is the hidden ideology behind the

advertisements of USAID in Pakistan and especially in rural areas where people are

uneducated and it is carry to deceive them or working on their own agendas by showing the

benefits of people of rural areas to them . The society in which they are produced and the
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producers of these ads are entirely different from the society where these ads are to be

advertised. The characters in the ad are from our society but they are representing USAID’s

hidden ideology.

Thus the power is practiced and enacted in media through different strategies including

persuasion, dissimulation and manipulation (Fairclough, 1989). The people consider the

powerful group more informed and dependable and take the discourse from them as an

authority to construct their beliefs and opinions on the state of affairs. This form of power

and domination is hegemonic as it is imposed by the consent of the people. This consent is

manufactured through naturalizing the practices in a way that they look commonsensical and

natural (Fairclough & Chouliaraki 1999).

The third dimension by fairclough’s concept of the interrelated three dimensions of

discourse is how a power is used in this advertisement, who are controlling this power and

how that is acceptable in that environment. In this add USAID organizations are getting

positive image in Pakistani people because Pakistani people are only concern with the

benefits and only concerns the surface appearance. Like in this ad Pakistani rural areas,

relations between people are highlighted how they can make good relations the purpose is

education but basic thing is how education comes to the rural area that is only because of

USAID funding and people are happily accepting it. But if we consider it as enlightenment

of USAID that is unacceptable because in our social and historical relations with US are not

good. After the 9/11 Pakistan has become a terrorist country in the eyes of America but now

why America shows that it determinant to make Roshan Pakistan. This is clear that US is

using its power in the sense of enlightenment but at the surface level the reason is people are

only concerned with benefits and know that education is a source to get awareness and
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USAID use this as a tool in ads to gain a soft image in the eyes of Pakistani people. That is

the power which is used by USAID in positive sense but having a lot of purposes like when

US establishment want they can refuse donations of our country as it is not harmful for US

because they have already created a positive image in the eyes of Pakistani people that is the

ideology by USAID in Pakistan. They invest but get double of that investment amount,

reason is they are controlling Pakistani people’s mind on behalf of their soft image. In

Pakistani Society existence of USAID is strong because they use it for the purpose of their

hidden agendas and ideologies.

In this ad the text of this ad clearly shows that the power is in girls and boy’s hand when

their father asks them to send the message and also read the message. This shows the power

of education prevailing in rural areas through the funding of USAID. The USAID

organization are running educational projects as well as training sessions for teachers. So,

this funding is a use of power of currency / money USAID is using these powers in our

country to fulfill their objects and hidden ideologies but at the same time, the power usage is

in Pakistan and Pakistani government as well as our establishment is not taking any action

against the external power usage in their own boundaries, where their own power is to be

used. This shows that there are some mutual benefits of running USAID projects and their

power usage in Pakistan.

4.2 Second USAID Advertisement:

In this ad USAID is clearly representing their works that they are doing in Pakistan in

different fields like education sector, for alleviating poverty, providing opportunities to have

respectable earning and also the developmental projects.

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i. Textual Analysis:

The second selected ad of ‘Roshan Pakistan’ campaign by USAID starts with the natural

village background in the ad. A little school girl along with her brother is engaged in an

activity. A young girl drawing a currency note of Pakistan on the page and her bother says to

his sister;

Boy: Hurry up! I am tired.

Girl: I am almost done. Let’s go.

In the start of ad, the natural village background is representing the illiterate and regressive

areas of Pakistan, where there is very less rate of education. Both the boy and the girl are

wearing the uniform which shows the educational level of them i.e. they are getting

education even in villages where there is very less education.

At the place of this conversation between the boy and girl, there is a paper posted on wall in

which two currency notes are drawn and the purpose of this is to show the difference

between original and fake currency notes. Inspite of this notice, the girl is drawing the

picture of currency note.

In the second scene, the parents of both children are sitting and they are trusted. Also the

scene depicts that there is no light and the lantern is hanging with the roof. The parents are

tensed due to their financial situation as they have to pay the house rent and they have not

enough money. So, the girl asks her father:

Dad you were both worried about the house rent right?

And then she suggests the solutions by giving her father a page, on which she drew the

currency note and says that;

Please take it, we have drawn this money ourselves.

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This dialogue shows the poverty background of a rural family. It is felt by children too and,

it also shows the children feel the lacking of the money and have the sense of responsibility

as well. The children are making their minds for that everything can be solved if one has

money.

The melodramatic scene is acted and the father become stunned and speechless. The father

embraces the daughter with affection and the feelings of overwhelmed care. The mother also

embrace her son same as.

The background of ad also depicts the deprived backdrop of the family. The family is from

somewhat rural area of Pakistan where electricity is not provided yet. The symbol ‘lantern’

is showing that there is no power and lantern is used for this purpose. The black spot of

lantern indicates that it is more used over the time period.

Then a male-voice comes in a background of advertisement and give a moral message that it

is the age to have fun and play. The children are not put in financial problems. Hence, the

children are prohibited to take interest in financial problems and money matters. Sometimes,

children quit their studies since of their families’ financial burden and they start to earn at

low wages.

Afterwards, the logo of USAID is appeared and they take all credit of progress in Pakistan.

It also represents the America is only the supremacy who brings the progress in Pakistan.

The American government invests the American nation’s aids into Pakistan for the purpose

of wellbeing. Later, the sitting situation of villagers on plain surface of ground, is shown and

USAID agents are distributing goods, grains, and money to farmers and villagers. They help

out to alleviate the poverty from Pakistan. In moving scene, an agent of USAID allocates the

grains in farmers and people in surrounding appreciate them at this substantial act. The
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stamps of USAID are engraved on the sacks of grains. This doing is done with the affected

farmers of flood for rehabilitation of them. And they provide the respectable earnings to

skilled housewives as well. The female agent of USAID shakes hand with Pakistan local

woman. The domestic women are also grateful to her on this project.

Next scene, first character who was poor at beginning of ad, he comes to meet his children

on motorbike and embraces delightedly. His daughter shows a piece of drawing to this

person. This is the sign that the children are being schooled. The drawing consists of a big

and blissful house that shows there are no impoverishment and the father rewarded his

daughter with money. It shows that now, he has a good financial state and no specific money

issues. When he gives the currency note to a young girl, it represents that America gives aids

to Pakistanis in form of money and goods.

After that, in last scene of the advertisement, this young girl shakes hand with her brother

and a male voice comes in the background of the ad. The brother represents the American

public and young girl is a symbol of Pakistani people. And the logo of USAID is made on

their hand-shaking posture that depicts the two nations’ collaboration, work and affection.

And the voice finishes the ad with the message of, we will make a brighter Pakistan. It

means the two nations Americans and Pakistanis will make a cheerier, more flourishing and

successful Pakistan.

ii. Discursive Practices:

The advertisement of USAID is associated with impoverishment of rural area of Pakistan.

The objective of this ad is to stable financially the poor families of Pakistan. The family is

undergoing from financial crisis. It is obligation of father to have earn. While here, the
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children have concerns of financial matters and children make currency notes for their father

to help him. This insight is developed in them by education.

The logo of USAID is representing the two nations’ concept. The Americans and Pakistanis

both nations have great potential. One is super power and other one is from third world

country nevertheless an atomic power. Pakistan is one of the most prominent country in the

map of world. That’s why America invests in Pakistan.

The ad shows the fellowship of both countries. Through this fellowship and aid, US wants

its aims and propagate its ideology in undeveloped countries especially in Pakistan.

Therefore, if Pak-America relations get worst, it bans the aid to military and government of

Pakistan but never stops the USAID to Pakistani people. Because they want a soft corner in

the hearts of Pakistanis. They stop the thinking power of Pakistanis by their investment.

Hence, Pakistanis appreciate the USAID’s agents in ad and they have no concerns of what’s

going on the international level.

iii. Social Practices Discourse, Power, Ideology:

Dimension of discourse could be described as ‘power behind discourse’ or as social

practices, because it is containing “the socio-historical conditions that govern these

processes (of production and reception)” (Janks, 197:26).

Kress and van Leeuwen (1996) define two components for visual discourse: represented

participants and interactive participants.

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At this point, education is the power sign in ad. Education make insightful. One can bring

revolution through the pen. That’s why, it is the most supremacy. It has the power to change

the destiny.

The aid is itself a power. The aid gives for the purpose of welfare in Pakistan. Its second

purpose is to change the perception of American government and people in minds of

Pakistani people, and propagate their ideology in Pakistan. The reason of why they do is,

they have some desires and ambitions which they want to do in third world countries like

Pakistan. The ambitions are to exploit the resources of Pakistan and hold them on.

One fact is that, many times tough times came between both governments, American

blocked the aid of Pakistani military and government as well but never blocked the USAID

because they want the soft corners in heart of Pakistanis. Other reason is that they want to

keep Pakistanis unaware from the real facts regarding what is happening in international

conspiracies and USAID.

According to the Kress (1996), the image (here the advertisement) is composed of signs

(represented participants), and the signs are putted in certain relation to construct the

structure of the image. In this ad, there are many symbols too which conveying the

underlying meanings to the viewers and audience. The ‘pink’ colour of ‘ribbon’ which

knotted the young girl is a colour of USAID. The ‘currency note’ shows the aid of America.

‘Environment’ in ad is representing that Pakistan is much underdeveloped country and if

little bit prosperity comes in Pakistan just cause of investments of America. The ‘lantern’ is

a symbol of sufficient resources like power in that place. It also shows the deprivation.
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In the ad, it also tries to convey that USAID comes to help in hard times of Pakistanis. The

example of ‘flood effecters’ is also given which related to it. It represents the ideology of ad

that Americans help out Pakistanis in hard times and never alone them. It represents that

where government of Pakistan leaves its nation, there American government and its people

help them. It shows the social power of them in Pakistani society. Other notion is also

raising that if USAID is not existed in the world and not works for underdeveloped countries

then youths of these countries are in suffer. They earn at low wages and do not getting

education. It means that USAID save the youth as well as next generation because it change

the perceptions of people and they indulge the youths in education rather in earning. Since it

brings the insightfulness.

5 – CONCLUSION

5.1 Findings:

The findings of both ads that America wants to propagate its ideology through this

enlightened project for their hidden works. This study is answering the main research

question layers of realities of USAID in the light of Fairclough’s 3d Dimension model,

which provided theoretical support for this study; model is guiding researcher that TV ads

effects are not same for all individuals. The reactions of youth are distinct that TV effects

are much larger on high TV viewers than light viewers. As USAID ‘Roshan Pakistan’ is an

endeavor to influence the attitudes of Pakistani public. It was need of hour after the

incursions of September 11, 2001 for United States of America to recover their reputation in

Muslim world mainly Pakistan: a most vital Muslim country. Although United States is

functioning for better image through advertisements, opinion of America international

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service, interchange programs. The Pakistanis are much interested in international role of

Pakistan; they think that USA can help Pakistan in energy catastrophes.

These suggestions are about the past issues of Pakistan and Muslim world in which role of

America is questionable. So it is concluded that it is the former experience which avoid

Pakistanis from enduring the impacts of this campaign ‘Roshan Pakistan’.

The soft image of America by an international actor is not like as Hypodermic needle model,

it is a long, continual process, actual USAID requires trustworthiness which is not present in

the case under studied. As Melissen said that "money and influence are no guarantee for

triumph, aims of USAID cannot be achieved if they are believed to be inconsistent with a

country’s foreign strategy or military movements diplomacy" 889999999999.

5.2 Recommendations for Future Researches:

The following is the recommendations for future researches:

 The future researchers can study print media ads and the discourse used in tag lines

of Roshan Pakistan ads.

5.3 Concluding Remarks:

The USAID launches the program ‘Roshan Pakistan’ for the purpose of welfare of

Pakistanis along with their ideologies. The husk of this study is that the USAID has multi-

layers realities. The ads of USAID are revealing these types of realities in terms of purpose,

agendas as well as hidden ideologies.