Perceptions of the people towards use of code switching in advertisements and daily life
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Date
2009
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University of Management and Technology
Abstract
This paper presents an analysis of the perception of people towards use of codeswitching in advertisements and daily life. This research aims at showing that people have appeal and attraction towards code-switching in advertisements and daily life. It also challenges monolinguals and some bilinguals who view practice of code-switching in negative manner. They regard CS as the result of non-proficiency of two languages and considered it incorrect language or a low prestige form. Despite this negative impression, code-switching in English and Urdu is found to be a useful and successful tool for better communication during studies, profession and social life of the people. This particular area of CS has not yet investigated in Pakistani context. Practically speaking, this research also shows that trend of using CS is increasing in advertisements and daily life from the last six years. Youth and children code-switch more as compared to that of old people. The data has been analyzed both qualitatively and quantitatively and was collected through questionnaire and interviews. Pilot study helps in making
necessary changes before the final research is done on the ninety respondents. All the
present data shows that CS between English and Urdu act as an impressive, appealing,
attractive and stylish tool in dvertisements and daily life. It is playing leading role for effective communication in most of the advertisements to attract the customers and in daily life to impress others. Finally directions for future research on code-switching are discussed giving particular emphasis to courses in languages. In the curriculum, more emphasis should be placed on teaching of art of convincing and persuading others and communicative strategies to the students who would have to advocate their point of views in all professional fields. One successful strategy is code-switching. This research would
encourage certainly the other researchers to explore this phenomenon in detail.
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Keywords
MS-Thesis, Linguistics, English Language, Pakistan-Code Switching, Urdu, Bilingualism