Mehvish RİAZ

Dil değişimi: Pakistan reklamlarında kod karıştırma ve kod değiştirme

Uluslararası bir dil olarak İngilizce, dünyada konuşulan tüm diller üzerindeki etkisini bıraktı. Bu etki büyük ölçüde dünya çapında bir dil değişikliğine neden olmuştur. Bu değişim açıkça kod karıştırma ve kod değiştirme şeklinde görülebilir. Bu çalışma, Urduca’da İngilizce’ye bağlı olarak meydana gelen değişkenlik seviyesini belirlemek için Pakistan’da yayınlanan TV reklamlarında kod karıştırma sıklığını araştırıyor ve analiz ediyor. 2011-2015 yıllarında gösterilen yetmiş reklam rastgele seçilmiş ve İngilizce kelimelerin sıklığı kontrol edilmiştir. Sonuçlar, reklamların dili ile ilgili olarak, Urducanın moda, kolaylık ve teknolojik gelişmeler vb. Gibi çeşitli nedenlerden dolayı İngilizceden açıkça etkilendiğini göstermektedir.

Language variation: Code-mixing and code-switching in Pakistani commercials

English as an international language has left its impact on all the languages being spoken in the world. This impacthas led to a world-wide language variation on a large scale. This variation can be evidently observed in the formof code-mixing and code-switching. The study explores and analyzes the frequency of code-mixing in the TV adsbroadcasted in Pakistan so as to determine the level of variation that took place in Urdu due to English. Seventycommercials that have been shown during the years 2011-2015 have randomly been selected and the frequency ofEnglish words has been checked. The results show that so far as the language of commercials is concerned, Urduhas clearly been influenced by English due to multiple reasons such as fashion, ease and technologicaladvancements etc.

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