Stylistic analysis , how to conduct stylistic analysis, stylistic analysis of a picture? Levels and process of stylistic analysis

1. English Department
By: Qaisar Shabir
Class: BS English VI (2017-21)
Stylistic Analysis of KHAADI’s advertisement
Khaadi is a Pakistani fashion and lifestyle brand founded in December 1998. Today, it operates 52 stores, in 17
cities across Pakistan, 22 stores across UK and various stores all over the world including flagship largest store
out of Pakistan in Mirdiff City Center in Dubai. Khaadi is one of the leading lawn brands of Pakistan who
don’t need a celebrity face from across the border for the promotion of their brand. Here I’ll analyze it
stylistically and we will dig up the hidden meaning behind this ad.

2.  Meaning of the name:
Khaadi is an Urdu word which means 'hand-woven'. Weaving, an intricate process requiring patience
and attention to detail, creates fabric whose characteristics are dependent on the threads and the method in
which those threads are woven.
 Khadi and Khaadi:
The name of Khaadiis associated with an ancient concept Khadi or Khaddar, a term for handspun and hand
woven in India and Pakistan. The raw material (cotton, silk or wool) spun into threads on a spinning wheel
called Charkha. Why Khaadi choose this name? Khaadi tries to reflect itself as holistic brand which
provides a diverse range of all hand crafted products under one roof in a very simple yet traditional
atmosphere.
 Why Khadi to Khaadi?
The term Khadi was difficult to pronounce in English Language because the stress pattern is of Urdu and
Hindi language so they added one “E” in it and stress would be on “Kha” and made weak the last syllable
of the word , for purpose of easy pronunciation in English. Borrowing terminology used in this process.

3.  Font of Khaadi:
If one looksatits fontclosely,sophisticatedkindof fontuse for the name of brand whichillustrate
seriousness,sobernessandalsoregularity.
 Hands logo in the ad:
These orange color lines illustrating a hands and these are symbol of moving forward and of a passion that
stems from the very beginning of the process. They signify the perseverance,tradition, pushing limits and
hard work that go into the final product.
Psychology of Color Scheme:
“Colors portrays meaning”
If we study the use of color in a society, colors portray some kind of meaning and the use of effective color
scheme may have great effect on the ad as well as the customers of that particular brand similarly here in
this ad the colors are portraying some kind of meaning, as white black and orange color scheme is used.
 White:
In the ad the word Khaadi and now often its logo in white color, which gives meaning of innocence,
goodness, good quality, simplicity, cleanliness and humility. It illustrates the good and simple quality of
the products in the brand.
 Black:
Here the black color is used in contrast of white to foreground the brand name and it signifying energy
power, class, productivity and protectiveness of the product produces by the brand.

4.  Orange.
Orange color combines the energy of red and happiness of yellow. It is a eye catching color which attracts
the most. It symbolizes joy, sun shine, labor, hard work, hard work behind their productivity and it
representing fascination, happiness, creativity, attraction and success.
 GraphologicalDeviation:
If we see thisadonthe signboardasinMirpur,we observethatthe text“Khaadi”iswrittencomparatively
in huge size that deviates from the standards and norms of ordinary size of writing the words . It is an
example of Graphlogical Deviationthatmeansa variationthatdeviatesfromthe standardsornorms.The
writer deliberately uses his/her own style, marked by the non-respect of grammar rules to attract the
attention of his/her readers.
 Foregrounding:
Since the font is in white color, so they’ve used its contrast color to emphasize the name of the brand.
 Parallelism:
Contrasting color scheme used as:
White is contrast of black
The use of opposite colors raises the concept of parallelism.