LINGUISTIC ANALYSIS OF CODE-SWITCHING IN PAKISTANI ADVERTISEMENT TAGLINES AND ITS IMPACT ON THE AUDIENCES’ PERCEPTION

Abstract

This research analyses sociolinguistics concept of code-switching in the Pakistani advertisement taglines. The study identifies the dominant language used in the taglines and the linguistic category employed for code-switching. The research has employed a qualitative method and a descriptive approach. A purposive sampling technique was used to examine thirty-two TV commercial slogans that were analysed for three days, which were aired on various TV channels during the prime-time slot of 8 pm to 9 pm. Fifteen advertisements out of thirty-two have used code-mixing. The bilingual ads are examined to determine whether the code-switching occurs inter-sentential or intra-sentential according to Pollack’s (1980) classification. In ad slogans, for the identification of Matrix Language (ML) and Embedded Language (EL), Myers-Scotton's (2002) Frame Model (MLF) is used. The study's findings show the prevalence of the English language in taglines. In almost half of the advertisement taglines, the advertisers used code-switching, however, Urdu is the Matrix language, and English is the Embedded language to make the taglines appealing. The impact of code-switching is also analysed, and how these advertisements shape the audience’s perception, language, and ideas. Code-switching has become an art form in our communication, and the media successfully endorse it through their advertisements.