Code-Mixing in Advertisements: A Linguistic Analysis of Multilingual Advertisements in Pakistan's Electronic Media Landscape

Abstract

Advertisements are a vital source of influencing not only the mindsets of masses but also their behavioral and linguistic patterns. The language of advertisements stamps a remarkable effect on the language being spoken by its viewers, readers, or listeners. This study seeks to explore the intentional mixing of different languages such Urdu, English, and Punjabi in the selected TV Ad of Shan Masala usually broadcasted on the famous Pakistani TV channels such as GEO, ARY, HUM TV and several other TV channels of Pakistan. Drawing insights from Howard Giles Communication Accommodation Theory (CAT) and Myers-Scotton's Matrix Language Model, the study aims to conduct an in depth  linguistic analysis of Code-Mixing in Pakistani electronic media's advertisement landscape. The findings underscore the profound impact on consumer behavior, indicating heightened engagement and receptivity when code-mixing mirrors local cultures. This research offers valuable insights for advertisers, marketers, linguists, and media professionals, shedding light on the effective and strategic use of code-mixing in Pakistan's multifaceted linguistic media landscape, with a specific focus on the Shan Masala food advertisement.