Beruflich Dokumente
Kultur Dokumente
1. INTRODUCTION
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
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
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
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. 4 Research Question:
USAID plays a very significant role in the under-developed countries. This study explored
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
3
discourse analysis of the USAID advertisements of electronic media, discovered the multi-
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.
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
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
4
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
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
CDA is an inductive approach, when comparison is drawn with other communicative critical
approaches like critical rhetoric (McKerrow, 2009), critical ethnography (Vannini, 2009), or
approach when it is matched with other discourse approaches for example conversation
CDA is established on ideas and philosophies derived from Marxist theorists Althusser,
Habermas, Gramsci and Foucault. According to Hammersley (1997), the term ‘critical’
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.
5
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,
“The United States and Pakistan relations, broadly speaking have been
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
6
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).
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
7
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
stupor”.
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).
8
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
3 - METHODOLOGY
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
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.
9
3.3 Delimitation:
This research is delimited to only two Roshan Pakistan TV Ads of 2012 (which is project of
USAID)
The advertisements are collected from the top elite news channels of Pakistan. These all ads
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
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
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”,
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
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
11
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
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
12
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
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
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
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
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
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.
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).
14
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
15
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,
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
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
16
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
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
17
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
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
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
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;
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
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
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
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
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
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
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
20
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
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.
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
21
children have concerns of financial matters and children make currency notes for their father
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
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
Kress and van Leeuwen (1996) define two components for visual discourse: represented
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
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
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.
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.
23
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
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
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
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
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
The future researchers can study print media ads and the discourse used in tag lines
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,