A Cross Cultural Perspective: Comparative Analysis of UK & Pakistani Advertisements

  • Wahid ud Din Lecturer in English, Higher Education Department, Punjab
  • Sarah Shamshad Lecturer, Department of English, National College of Business Administration and Economics Multan

Abstract

The UK ads are highlighting their own culture whereas in Pakistani advertisements although local culture is dominating yet still there is an assimilation of dominating culture, i.e. west. The reason is quite obvious that eastern advertisement companies are attracted towards strong economic condition. That’s why in Pakistani advertisement there is a use of English words whereas no western or UK ad is using even a single word of Urdu. This is not the case of language only but also the dresses of Pakistani models are affected by west culture. The female models are wearing pant shirt and frock with confidence and by speaking foreign language and wearing other culture costume they are feeling confident and called themselves modern as well. So the linguistic and visual features of participants and their color shows acculturation that UK,s culture is dominant.

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Published
2022-03-30
How to Cite
DIN, Wahid ud; SHAMSHAD, Sarah. A Cross Cultural Perspective: Comparative Analysis of UK & Pakistani Advertisements. University of Chitral Journal of Linguistics & Literature, [S.l.], v. 6, n. I, p. 44-66, mar. 2022. ISSN 2663-1512. Available at: <https://jll.uoch.edu.pk/index.php/journal10/article/view/304>. Date accessed: 05 dec. 2022. doi: https://doi.org/10.33195/jll.v6iI.304.