The extent and impact of code-mixing in advertisements: a case of Pakistani Print Media

An increasing use of code-mixing in print ads has been serving as one of the appealing factors for the effective communication. The current study is based on the analysis of the extent as well as the impact of code-mixing in a number of print ads of Pakistan. 32 Pakistani print ads are taken as data for both, quantitative research as well as qualitative research. The time specification for data collection is three days. After collection, data is being analyzed so as to find out the quantity of code-mixing in print ads. Afterwards, a questionnaire is designed as a medium to explore the impact of code-mixing, in Pakistani print ads, on viewers. One hundred and twenty five viewers belonging to MS programs of Lahore Leads University has been selected as a population for this research, whereas, the sample is comprised of twenty five students. The sample is being chosen through convenience sampling. The findings of the study illustrate that code-mixing in print ads of Pakistan is prevalent to a great extent, which serves as a key factor in attaining the viewers’ attention as well as brings novelty in advertisement. Furthermore, youngsters take code-mixing as a vital aspect of effective linguistic communication. In Pakistani society, where people of different regions reside and among whom code-mixing is practiced as a common factor, the current study plays a crucial role.