A Linguistic Analysis of Code-Switching in Pakistani Billboard Advertisements

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ID: 336460
2025
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Ranked #409 of 953 articles by views in Pakistan Social Sciences Review

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Abstract
The aim of this study is to analyze the sociolinguistic concept of code-switching in Pakistani billboard advertisements. The textual messages in billboard ads are usually drafted very carefully but sometimes there are messages which are used without considering the nature of the ad. The focus of the study is to identify the dominant language in billboards and the linguistic categories which are most commonly employed for code-switching. Forty-one billboards are examined out of which 20 are identified for code-switching and are further scrutinized for linguistic analysis. The qualitative method is used, and a descriptive approach is adopted for the textual analysis of billboard advertisements. The findings of the study indicate the dominance and prevalence of the English language over the Urdu language in billboard advertisements. In almost half of the billboards, advertisers used code-switching, and the English language is embedded in the Urdu language to make slogans interesting and appealing. Researchers are recommended to analyze the impact of such code switching advertising media on youth and on their daily linguistic practices.
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imported_1793230795_6ae287cbf274a Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Amina Mustafa
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Journal Pakistan Social Sciences Review
Year 2025
DOI
10.35484/pssr.2025(9-II)05
URL
https://ojs.pssr.org.pk/journal/article/view/957
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