Home / 2020, Issue 1 / Hybridity in TV commercials constructing the modernity: A critical discourse analysis approach

Hybridity in TV commercials constructing the modernity: A critical discourse analysis approach

ABSTRACT: Advertisements play a really important role in our society and for the economy of our country. As all the popular TV shows are ‘produced in association with’ or sponsored by a specific product. So, we have a tendency to area unit nothing without advertisements. The basic aim of this qualitative study was to explore the construction of innovation and modernity through the hybrid discourse of language used in the TV commercials. For this purpose, ten advertisements from different daily streaming channels were selected. Pakistani advertising discourse is hybrid, complicated and mixed at different levels (words, image phrases, and clauses) regarding mixing English words with Urdu words and by representing English in Roman and Urdu alphabets and by showing different images.………….

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