Özet:

Research studies have long been conducted on advertising and fashion to explore the language and ways in which they are constructed to convey meanings, yet not much attention has been given to the language of oriental fashion especially in Asiatic countries. This paper seeks to investigate the language of the oriental fashion in indigenous dressing brands through multimodal analysis of print images. Roland Barthes’ semiological approach of language of fashion is adopted as our basic theoretical framework. The study, by using a multimodal analysis, aims at elucidating the language of oriental fashion in indigenous dressing brands through analysing some print advertisements of popular Pakistani women dressing brands. Whereas, the impact of orientalism on fashion can be seen increasingly in many dressing brands with varying implications of the term, the present study holds this assumption that oriental exotic stylistic conventions are appropriated not only by the western fashion designers but also by the indigenous dressing brands in order to shape consumers’ behaviour and to catch their attention towards modern western aspirations of success and freedom.

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