Exploring advertisement patterns of Bangladeshi service companies through Dell Hymes' SPEAKING model

Abstract

The research explores how Bangladeshi service companies use social media advertisements, particularly on Facebook, to connect with their audience while aligning with the cultural norms and values of Bangladesh. It analyses how these companies communicate through advertisements using Dell Hymes's SPEAKING model. The SPEAKING model breaks down the communication process into components such as setting, participants, ends, acts, keys, instruments, norms, and genres. This analysis helps understand how language, visuals, cultural symbols, and marketing tactics create a relatable message for the target audience. To conduct this research, five advertisements from well-known Bangladeshi companies, including Food Panda, Paperfly, RedX, Pathao, and Uber Premier, were examined. A qualitative research approach was used in this study to collect data through careful observation of these ads and analysing their content in terms of language, visuals, tone, and cultural relevance. This study aims to highlight the significant role cultural factors play in shaping advertising practices in Bangladesh. It demonstrates how advertisements balance tradition with modern marketing techniques, reflecting both local values and global trends. In addition, the research gives insight into the relationship between business strategies, culture, and social norms, guiding companies to develop more culturally effective advertising strategies.