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Anglicization of Urdu Language: A Lexico Grammatical Analysis of Urdu Advertisements
When native languages come in contact with non-native languages, they absorb lexical items of each other. Urdu and English languages are pertinent case in this regard. Urdu language came in contact with English language particularly after the arrival of British forces in Indo-Pak subcontinent. Contact of Urdu language with English language resulted in Anglicization of Urdu language and Urduization of English language. This study focuses on the lexical borrowing of English in Urdu advertisements. Data is collected from billboards and signboards. To achieve the targeted aim insights are taken from Kachru’s model of world Englishes. Moreover, dictionary (Wiktionary) and online cite www.quora.com is used to find out etymology of both English and Urdu words. Ten compound words are extracted from billboards and sign boards. These words are tested from ‘American Heritage English Dictionary’ in order to check whether or not these words are lexically borrowed from inner circle. Dictionary of etymology explored the origin and literal meaning of words. The research unearths remarkable Anglicization of Urdu language in terms of advertisement. Syntactic pattern shows that parts of speech are significant attribute of advertising text and noun words are borrowed more. Lexical borrowing is taking place in Urdu advertisements to fill the Lexical gaps that Urdu cannot meet in bilingual context of Pakistan
Ph. D Scholar, Azad Jammu Kashmir University, Muzaffarabad, AJK, Pakistan
Tasawar Abbas Shah
Ph. D Scholar, University of New Mexico, Albuquerque, NM, USA
Ph. D Scholar, University of Gujrat, Pakistan, Punjab, Pakistan