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Title THE USE OF ENGLISH WORDS IN URDU MEDIA DISCOURSE AND ITS IMPACT ON STUDENTS’ COMMUNICATION SKILLS

Author(s) GULNAZ BEGUM

Abstract This research explores English words that are commonly used in Urdu advertisements and their effect on the communication. Youngsters normally use them in day-to-day conversation. As it has obtained a status of the Lingua Franca and used as a language of communication in most of the countries, therefore, the phenomenon of code mixing and code switching can be observed with reference to the English words and structures in the mother tongue. The purpose of this research is to identify lexical items used in code mixed language of Urdu advertisements aired on Pakistani channels, and to find out the extent of the effect of this code mixing on the communication, especially the productive skills: speaking and writing. Fifteen Pakistani television commercials in Urdu have been chosen using convenient sampling technique. The total words and code mixed words have been counted and then their grammatical category has been identified. Further, the data was collected using a questionnaire, which has been administered to 200 students of third and fourth semesters in order to measure the effect of English words used in Urdu Advertisements on students’ communication skills. Further, five recordings of campus talk of students and interviews from ten teachers of the same department were also conducted. The data has been analyzed using SPSS, and NVIVO. After analyzing the data it is been found that English words in phrases commonly used in Urdu Advertisement have a strong influence on the youngsters’ communication skills. It is recommended that the advertisement use appropriate language in order to avoid any bad influence on the students’ language. .

Type Thesis/Dissertation MS

Faculty Languages

Department English

Language English

Publication Date 2019-11-29

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