Language Hybridization in Advertisements of Banks in Pakistan

Abstract

The study investigates the Persuasive role of Urdu and English hybridization in Pakistani banks’ advertisements. In the current decade a rapid increase in the hybridized uses of languages has been observed in Pakistan in particular and the world in general. The rise of hybridized uses of languages necessitates the fact that this linguistic phenomenon requires to be explored in depth. Consequently, the current study explores language hybridization between Urdu and English in the advertisements of banks in Pakistan aiming to unpack its nature and the perception of bankers about this phenomenon. Data were collected by means of collection of hybridized phrases from the different banks’ pamphlets in district Mardan and serving a questionnaire to its 200 staff members. The descriptive and grammatical analysis of the data showed that the bankers tried to use hybridized language for a number of purposes including to ascertain surety, guarantee, legality and righteousness. The banks persuade their customers by using a hybrid language (English and Urdu) and thus effectively putting their message across. The hybrid phrases are mainly consisted of the grammatical categories of noun, adjective and adverb. Most of the words in the category of noun, adjective and adverb show ethnic, religious and cultural solidarity and empathy. They also ascertain legality, correctness, surety, safety and licitness. This study would have numerous implications for professionals in the bank sectors as well as for applied linguists.