Abstract

The present study “Study of bilingual advertisement strategy in local marking scheme” tends to explore the role of English in Pakistani Bilingual advertisements. Different persuasive techniques are used to attract both global and native consumers. Among other techniques, the technique of bilingualism has prominent position. In Pakistani media context national language Urdu is mixed with English to grab the attention of customers. To collect and analyse bilingual text used in advertisement, two magazines were selected. Data was analysed using mixed method i.e. qualitative and quantitative for interpretation. Through Pie graph and tables frequency of use of English lexical categories was depicted. The result found through quantitative analysis shows that at word level, English is most commonly used language but it has not disturbed the syntax of Urdu sentence. At lexical units, adjectives and nouns are used at higher level. While results found after qualitative analysis show that the primary objective of using English in bilingual Advertisement is to attract the attention of customers