Abstract
The aim of the paper is to analyze and discuss how cultural elements have been used
in advertising, targeting a specific cultural group. Eight exhibits from a purposively
selected television ad of the cellular services provider Mobilink have been analyzed
using visual and cultural analysis. The exhibits have been utilized as a tool of visual
rhetoric. The findings of the study reveal that many elements of Pukhtun culture like
Pukhtunwali, Hujra, dance, respect, authority of elders and music etc. are depicted in
the selected TV ad. The portrayal of Pukhtun women and their role, however, was
found to be problematic.
