Language variation: Code-mixing and code-switching in Pakistani commercials

Mehvish Riaz

18 citations0/0 files storedJournal of Language and Linguistic Studies

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Linguistics, Language Diversity, and Identity Linguistic and Sociocultural Studies Linguistic research and analysis

Abstract

Please fill up the following information accurately. (Please use Times New Roman, 12 pt. Language variation: Code-mixing and code-switching in Pakistani commercials English as an international language has left its impact on all the languages being spoken in the world. This impact has led to a world-wide language variation on a large scale. This variation can be evidently observed in the form of code-mixing and code-switching. The study explores and analyzes the frequency of code-mixing in the TV ads broadcasted in Pakistan so as to determine the level of variation that took place in Urdu due to English. Seventy commercials that have been shown during the years 2011-2015 have randomly been selected and the frequency of English words has been checked. The results show that so far as the language of commercials is concerned, Urdu has clearly been influenced by English due to multiple reasons such as fashion, ease and technological advancements etc. Information about Author(s)* Author 1 Author (Last name, First name) Riaz, Mehvish Affiliated institution (University) University of Engineering and Technology Country Pakistan Email address mehvishriaz@ymail.com Department & Rank Corresponding author (Yes/No) Write only one corresponding author. Yes Author 2 Author (Last name, First name) Affiliated institution (University) Country Email address Department & Rank Corresponding author (Yes/No) Author 3 Author (Last name, First name) Affiliated institution (University) Country Email address Department & Rank Corresponding author (Yes/No) Author 4 Author (Last name, First name) Affiliated institution (University) Country Email address Department & Rank Corresponding author (Yes/No)

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References

1992The Cambridge encyclopedia of language . By David Crystal. Cambridge & New York: Cambridge University Press, 1991. Pp. vii, 472. Paper $24.95.2006Linguistic constructions of modernity: English mixing in Korean television commercials 2015Code-Mixing and Code-Switching of Indonesian Celebrities: A Comparative Study 2014Code-switching in EFL classrooms and the perceptions of the students and teachers 2012English in Macedonian television commercials 2011Code-Mixing of English in the Entertainment News of Chinese Newspapers in Malaysia 2015The Language of TV Commercials' Slogans: A Semantic Analysis 2016The Study of the Perception of Code-switching to English in German Advertising

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