Hybridity in TV commercials constructing the modernity
A critical discourse analysis approach
Keywords:
Modernity, Advertisement, CDA, Gee's modelAbstract
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. So, we will say that this study argues that hybrid advertising helps to provide a brand new discourse of hybridity within the Pakistani context. This study investigates; however, language admixture is deployed in Pakistani commercial advertising. For this purpose, this study deploys the framework of James Paul Gee to research industrial advertisements from four channels streaming in Pakistan that are ARY, HUM, Geo and the Express group of media. Choice of advertisements for the analysis is predicated on the dominant influence of advertisements on the ideology of those that however the employment of language and language mixing in advertising is constructing new versions of modernity and innovation in our society.
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