The Language of Glamour: English as a Symbol of Modernity in Pakistani Ads

Abstract

This research examines the way English language indicates modernity and development in Pakistani advertising. English functions as a linguistic indicator of sophistication, international belonging and social status in a multilingual culture where Urdu and regional languages continue to predominate in daily communication. Applying Kress and van Leeuwen's (2001) Multimodal Discourse Analysis (MDA), the study investigates the way text, color, typography and images work together to construct modern identities in commercial discourse. Sixteen commercials from print, television and internet media are purposefully chosen and eight of these are thoroughly examined. The results show that English operates as a semiotic resource expressing aspirations for modern living, technological advancement and global connectivity in addition to serving as a communication medium. English is used in advertisements to denote progress, professionalism and a forward looking identity reflecting its continuing association with modernity in Pakistan.