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

Year 2019, , 411 - 419, 01.07.2019

Mehvish Riaz

https://doi.org/10.17263/jlls.586085

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	[e-mail]
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)

Keywords

language variation; commercials; code-mixing; code-switching

References

• Akinyi, A. J. (2017).The patterns of language-mixing in print adverts of commercial banks and mobile telecommunications firms in Kenya. International Journal of Education and Research, 5(5), 27-40.
• Awan, S. & Sheeraz, M. (2011). Gender-oriented code-switching: a study of English language teachers at Pakistani universities. International Journal of Academic Research, 3(4), 410-415.
• Crystal, D. (1985). The Cambridge encyclopedia of language. Cambridge University Press: New York.
• Dimova, S. (2012). English in Macedonian television commercials. World Englishes, 31(1), 15–29.
• Ehsan, A. & Aziz, S. A. (2014). Code-mixing in Urdu news of a private Pakistani channel. Academic Research International, 5(1), 160-169.
• Elena S. Gritsenko, E. S. (2016). English as a meaning-making resource in Russian-based professional communication. Procedia - Social and Behavioral Sciences, 236, 174 – 180. doi:10.1016/j.sbspro.2016.12.061
• Horasan, S. (2014). Code-switching in EFL classrooms and the perceptions of the students and teachers. Journal of Language and Linguistic Studies, 10(1), 31-45.
• Hsu, J. L. (2013). English mixing in advertising in Taiwan: A study of English-literate readers’ attitudes .Concentric: Studies in Linguistics, 39(1), 91-122.
• Humaira. (2012). Code switching and code mixing in English classroom. Retrieved from: http://humairahbima.blogspot.com/2012/05/code-switching-and-code-mixingin.html
• Kachru. (1986. 8 April 2012 ). Code-mixing, style repertoire and language variation: English in Hindu Poetic creativity. World Englishes. Retrieved from: http://www.edu.utas.edu.au/users/tle/ JOURNAL /issues/2008/24-2pdf
• Kandace, E. (2004). Mixed messages: English in German advertising. Journal of language for international business, 15(1), 41-61.
• Kia, L.S. (2011). Code-mixing of English in the entertainment news of Chienese newspapers in Malaysia. International Journal of English Linguistics, 1(1), 3-14.
• Khan, A. M. (2014). Social aspects of code-switching: An analysis of Pakistani television advertisements. Information Management and Business Review, 6(6), 269-279.
• Lopes, E. I. (2002). English/Spanish code switching in Chicano short fiction. Retrieved from: http://urn.fi/URN:NBN:fi:jyu-2002894967
• Mushtaq, H. & Zahra, T. (2012). An analysis of code-mixing in Pakistani commercials. Language in India, 12, p 428-439.
• Nandi, S. (2013). The status of English in Indian advertisement. International Journal of Electronics & Communication Technology, 4 (1), 148-151.
• Noor, M. et al. (2015). The language of TV commercials’ slogans: a semantic analysis. Communication and Linguistics Studies, 1(1), 7-12.
• Rasul, S. (2006). Language hybridization in Pakistan as socio-cultural phenomenon: An analysis of Code-mixed linguistic patterns. Retrieved from http://prr.hec.gov.pk/thesis/2426.pdf
• Rasul, S. (2013). Borrowing and code mixing in Pakistani children’s magazines: practices and functions. Pakistaniaat: A Journal of Pakistan Studies, 5(2), 46-72.
• Riaz, M. & Khan, M. K. (2013). Functions of Codemixing: the adaptation of borrowed words for creating humour in Urdu poetry. Pakistan Journal of Languages and Translation Studies, 2, 45-57.
• Senaratne, C. D. (2017). Creativity in the use of Sinhala and English in advertisements in Sri Lanka: A morphological analysis. International Journal of Cognitive and Language Sciences, 11(1), 7-12.
• Shinhee, L. J. (2006). Linguistic constructions of modernity: English mixing in Korean television commercials. Language in Society, 35, 59-91.
• Shooshtari, Z. G., & Allahbakhsh, M. (2013). Mixing English in Persian print advertising discourse. International Journal of Society, Culture & Language, 1(2), 82-103.
• Skiba, R. (1997). Code switching as a countenance of language interference, The Internet TESL Journal, (10).
• Tina, A. A. (2015). Bengali - English code - switching in commercial signboards in Bangladesh. Retrieved on July 7, 2018 from: http://hdl.handle.net/20.500.11948/1161
• Vizcaíno, M. J. G. (2011). Humour in code-mixed airline advertising. Pragmatics, 21(1), 145-
• Yuliana, N., Luziana, A. R., & Sarwendah, P. (2017). Code-mixing and code-switching of Indonesian celebrities: a comparative study. Jurnal Lingua Cultura, 9 (1), 47-54.
• Zhiganova, A. V. (2016). The study of the perception of code-switching to English in German advertising. Procedia - Social and Behavioral Sciences, 236, 225 – 229. doi:10.1016/j.sbspro.2016.12.011