Semantic Analysis of the Linguistic Features Used on Urdu Hoardings in Lahore

Abstract

It is an established truth that advertising copywriters expertly manipulate language to suit their purpose of communicating advertising messages (Emodi, 2011). This research aims to explore to what extent advertisers manipulate language rather distinctively than the daily use of language. The current work presents a descriptive analysis of the linguistic features of Urdu ads at semantic level. The study uses qualitative approach where twenty Urdu hoardings were selected through purposive sampling technique from Gulberg and Hall Road, Lahore. The writer collected the data by looking at the meaning of advertisements printed on hoardings. In analyzing the data, the writer applied Leech’s theory of semantics. The writer found the use of connotative words, adjectives, coined words,misspelled words, repetition, and the ambiguous statements in advertisements on hoardings. Every message has a very important role to play in building up the advertiser’s message. So, on the basis of these findings it is stated that advertisers use persuasive language while violating the semantic laws which is distinctive from the language used in every day communication.