An Analysis of Bilingual Text in Pakistani Advertisements: A Sociolinguistics Study

Abstract This study is based on sociolinguistic aspects of advertisements, and these advertisements contain bilingual text and diversity of human life governed through advertisements in which all cultural life portrayed by advertisers and designers of these companies design the advertisements according to regional culture as this research based on the bilingual text on Pakistani advertisements and according to Pakistani culture the most common used language is URDU which analyzed in this research along with commonly used international language ENGLISH. This study revealed that linguistics and semiotics on advertisements according to Pakistani culture, and this research is based on the qualitative design, which explored cross-cultural aspects based on Roland Barthes’s theory. These ads become a source of target audiences of that culture, and bilingual text on advertisements became the source of the conversation, thus promoting products and constructing identity in this diversity occurred through bilingual advertisements like Banks, companies’ identity, beauty products, food and clothing brands, medicine companies remained the research study.