
Published in the journal’s latest volume (7/4) on December 25, 2024, the paper spans pages 275–308. It explores the linguistic strategies employed in brand taglines across five industries, highlighting persuasive directives as the dominant sub-illocutionary act. The study provides valuable insights into the role of language in shaping cultural identity through advertising. Shahzad’s publication underscores BNU’s commitment to fostering impactful research in applied linguistics. The study not only advances scholarly discourse but also offers valuable insights for marketers and linguists alike. The paper is accessible online via the Journal of Applied Linguistics and TESOL at: https://jalt.com.pk/index.php/jalt/article/view/244

In her engaging session, Ms. Shabana explored the principles of critical pedagogy, highlighting the role of English language teaching in fostering socio-political awareness. She introduced innovative strategies for empowering students to think critically, reflect thoughtfully, and contribute meaningfully to their communities. She also presented an ongoing international collaborative action research project involving educators from China, Russia, Nepal, Bangladesh, Malaysia, and Pakistan. The project examines the impact of critical pedagogy in diverse educational settings, emphasizing the value of global collaboration in advancing inclusive and equitable teaching practices.

The conference gathered scholars and filmmakers to explore the evolution of South Asian cinema and its impact on storytelling, cultural identity, and societal transformation. The session featured insightful presentations on various aspects of South Asian cinema. Prof. Gauri D Chakraborty (India) explored how contemporary Bollywood is redefining narrative structures and character development in Storytelling in New Bollywood. Dr. Sunayan Bhattacharjee (India) analyzed the portrayal of emotions such as pain, loss, anger, and nostalgia in South Asian films, reflecting societal transformations. Nomana Masood examined the role of cinema in shaping and preserving cultural identities in a globalized world. Izza Bajwa discussed gender roles and societal expectations in Veiled Visions: Gender, Identity, and Society in South Asian Cinema. Farah Ahmad unpacked the symbolic elements in Kamli and their deeper meanings, while Sadia Qutub Hashmi highlighted how Bol serves as a social commentary on critical issues. Heyyaa Fatmah investigated the drama-like structure of films, demonstrating how cinematic storytelling mirrors traditional drama. Finally, Shahpara Salim explored emerging trends in contemporary South Asian cinema and their impact on audiences. The session provided a platform for thought-provoking discussions on the evolving landscape of South Asian cinema, highlighting its artistic innovations and cultural significance. Through academic discourse and critical analysis, the conference underscored the dynamic role of cinema in reflecting and influencing societal narratives, making it an invaluable event for scholars and cinephiles alike.

Dean Dr. Amra Raza opened the ceremony by highlighting Dr. Rahman’s unparalleled legacy and sharing excerpts from his diverse writings, reflecting his profound knowledge. A documentary beautifully captured his journey from army life to receiving prestigious awards and serving as Dean at BNU, showcasing his transformative impact on education and linguistics. Distinguished speakers shared heartfelt anecdotes: Vice Chancellor Dr. Moeed Yousaf reflected on Dr. Rahman’s inspiring leadership and meaningful connections, while Dr. Tahir Kamran delivered a soulful and humorous address, evoking smiles and tears. Dr. Akmal Hussain, Dr. Muhammad Waseem, and Ms. Shabana Ahmed eloquently spoke about his profound mentorship, humanitarian nature, and ability to inspire through wisdom and kindness, leaving the audience visibly moved. Known for his exceptional mannerisms and intellectual brilliance, Dr. Rahman’s legacy was celebrated with warmth and admiration. The event concluded with the Vice Chancellor presenting a shield to Dr. Rahman, who expressed heartfelt gratitude and shared his hopes for the School of Education’s continued success in advancing academic excellence.