LANGUAGE VARIATIONS ON PAKISTANI WALL POSTERS: A CRITICAL DISCOURSE ANALYSIS THROUGH THE LENS OF WORLD ENGLISHES

Abstract

The linguistic variations observed in Pakistani wall posters reveal syntactic, phonological, and lexical deviations that distinguish Pakistani English as a unique variety. This study investigates these variations using the Critical Discourse Analysis (CDA) theoretical framework and the Multimodal Discourse Analysis (MDA) approach proposed by Kress and van Leeuwen (2019). The analysis focuses first on the language employed in the selected wall posters and then on the associated visual elements. The findings reveal that Pakistani wall posters frequently feature English words written in Roman script alongside Urdu, presenting a hybridized language form. Code-switching is prevalent, reflecting a bilingual advertising strategy. Phonological patterns align more closely with Pakistani English norms, diverging from standard British or American English. Additionally, posters often incorporate culturally significant religious or local imagery to emotionally connect with the target audience. This study demonstrates how advertisers strategically use language and visuals to convey socio-political messages and establish a localized identity. The findings contribute to understanding Pakistani English as an evolving language variety and offer a model for further research in Critical Discourse Studies