Analyzing the Discourse and Advertising Strategies of ‘Dubai Bling’: Unveiling the Evolving Marketing Dynamics

Sadia Azam; Maira Umar; Dr. Farzana Masroor

Sadia Azam MS /M.Phil in Linguistics and Literature (Scholar), Department of English, Faculty of Social Sciences, Air University, Islamabad, Pakistan
Maira Umar MS /M.Phil in Linguistics and Literature (Scholar), Department of English, Faculty of Social Sciences, Air University, Islamabad, Pakistan
Dr. Farzana Masroor Tenured Associate Professor, Chair English Department, Air University Islamabad, Pakistan

Abstract

This study delves into the intricate realm of ‘Dubai Bling’ scrutinizing its discourse and advertising strategies to reveal the evolving marketing dynamics. Drawing on advertising theory, the research dissects the promotional tactics employed within the show, shedding light on their effectiveness and impact. Simultaneously, discourse theory is applied to unravel the communicative structures embedded in ‘Dubai Bling’, exploring how narratives shape perceptions and contribute to the show’s broader societal discourse. The study examined the targeting of different audiences through the show, how it can be adopted by other countries particularly Pakistan, and relevant professionals, and would aim to unearth the probable reasons and strategies behind Dubai being a global attraction.
Keywords: ‘Dubai Bling’, Marketing, Discourse, Advertising Strategies.