@article{article_586085, title={Language variation: Code-mixing and code-switching in Pakistani commercials}, journal={Journal of Language and Linguistic Studies}, volume={15}, pages={411–419}, year={2019}, DOI={10.17263/jlls.586085}, author={Riaz, Mehvish}, keywords={language variation; commercials; code-mixing; code-switching}, abstract={<table class="MsoNormalTable" border="1" cellspacing="0" cellpadding="0" style="border:none;"> <tbody> <tr> <td width="608" colspan="2" valign="top" style="width:456.3pt;border:none;border-bottom:solid 1pt;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" style="color:#7030A0;" xml:lang="en-us">Please fill up the following information accurately. (Please use Times New Roman, 12 pt. </span> </p> <p> </p> </td> </tr> <tr> <td width="608" colspan="2" style="width:456.3pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal" align="center" style="text-align:center;"> <span style="background-color:transparent;"> <b>Language variation: Code-mixing and code-switching in Pakistani commercials </b> </span> </p> <p> <b> </b> </p> <b> </b> </td> </tr> <tr> <td width="608" colspan="2" style="width:456.3pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="JLLS-Abstract-text"> <span lang="en-us" xml:lang="en-us">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. </span> </p> <p> </p> <p> </p> </td> </tr> <tr> <td width="608" colspan="2" style="width:456.3pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal" align="center" style="text-align:center;"> <b> <span lang="en-us" xml:lang="en-us">Information about Author(s)* </span> </b> </p> <p> <b> </b> </p> <b> </b> </td> </tr> <tr> <td width="608" colspan="2" style="width:456.3pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal" align="center" style="text-align:center;"> <b> <span lang="en-us" xml:lang="en-us">Author 1 </span> </b> </p> <p> <b> </b> </p> <b> </b> </td> </tr> <tr> <td width="243" valign="top" style="width:182.5pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">Author (Last name, First name) </span> </p> <p> </p> </td> <td width="365" valign="top" style="width:273.8pt;border-top:none;border-left:none;border-bottom:solid 1pt;border-right:solid 1pt;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">  </span> <span style="background-color:transparent;font-size:.9em;">Riaz, </span> <span style="background-color:transparent;font-size:.9em;">Mehvish </span> <span style="background-color:transparent;font-size:.9em;">  </span> </p> <span style="font-size:12pt;font-family:’Times New Roman’, serif;"> </span> </td> </tr> <tr> <td width="243" valign="top" style="width:182.5pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">Affiliated institution (University) </span> </p> <p> </p> </td> <td width="365" valign="top" style="width:273.8pt;border-top:none;border-left:none;border-bottom:solid 1pt;border-right:solid 1pt;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">  </span> <span style="background-color:transparent;font-size:.9em;">University of Engineering and Technology </span> </p> </td> </tr> <tr> <td width="243" valign="top" style="width:182.5pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">Country </span> </p> <p> </p> </td> <td width="365" valign="top" style="width:273.8pt;border-top:none;border-left:none;border-bottom:solid 1pt;border-right:solid 1pt;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">  </span> <span style="background-color:transparent;font-size:.9em;">Pakistan </span> </p> </td> </tr> <tr> <td width="243" valign="top" style="width:182.5pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">Email address </span> </p> <p> </p> </td> <td width="365" valign="top" style="width:273.8pt;border-top:none;border-left:none;border-bottom:solid 1pt;border-right:solid 1pt;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span lang="en-us" xml:lang="en-us">  </span> <span style="background-color:transparent;font-size:.9em;">mehvishriaz@ymail.com </span> </p> </td> </tr> <tr> <td width="243" valign="top" style="width:182.5pt;border:solid 1pt;border-top:none;padding:0cm 5.4pt 0cm 5.4pt;"> <p class="MsoNormal"> <span la}, number={2}, publisher={Hacettepe Üniversitesi} }