CODE SWITCHING AND LANGUAGE CONTACT IN SCENARIO OF BILINGUAL/MULTILINGUAL SOCIETY AS A SPOKEN GENRE OF TV ADDS: AN AGENDA FOR PAKISTANI SOCIETY.

Abstract

This article provides a descriptive qualitative account of code-switching, which refers to switching from one language to another or using multiple languages ​​when speaking or writing. This study deals with intra sentence (within one sentence) code switching in the language of television commercials. To facilitate the sociolinguistic analysis, 12 commercials for beauty and health products were recorded and transcribed from four television channels. Linguistic analysis focuses on the social aspect of the code-switching language used in those advertisements (sex, geographic background, socioeconomic class, and education). Based on the analysis and findings, it is concluded that the language of advertisements for beauty and health products reflects the changing language practices and preferences of Pakistani consumers.