Identity construction through Urdu-English code-switching in mobile network Advertisements in Pakistan

https://doi.org/10.5281/zenodo.18416161

Abstract

This study investigates the role of Urdu–English code-switching in constructing consumer identities in Pakistani mobile network advertisements. Drawing on a qualitative discourse-based approach, the research analyses selected television and YouTube advertisements from four major telecom brands in Pakistan: Jazz, Telenor, Ufone, and Zong. The study examines how linguistic choices, particularly the strategic mixing of Urdu and English, are used to associate mobile connectivity with values such as modernity, empowerment, humour, inclusivity, and national belonging. The findings reveal that English is predominantly employed to index technology, speed, and global digital culture, while Urdu functions to convey emotional depth, cultural familiarity, and collective identity. Each brand adopts a distinct code-switching pattern to target specific audience segments and project a unique brand persona, ranging from empowerment-driven and lifestyle-oriented identities to humour-based and efficiency-focused representations. Overall, the study demonstrates that code-switching in Pakistani telecom advertising is a deliberate communicative strategy that reflects and reinforces contemporary bilingual practices while actively shaping consumer perceptions and identities in the digital age.