The Global Research Network for Verified Scholars

The aim of this project is to examine the commercials of beauty creams in Pakistan. In order to find the ideology of the beauty advertisements in Pakistan, three renowned beauty commercials were taken for analysis of their discourse. The three beauty creams that are made a part of the critical discourse are Golden Pearl Beauty Cream, Fresh White Beauty Cream and Faiza Beauty Cream. The analysis of discourse was done critically with adoption of Fairclough’s model (1989). The model is well acknowledged in the field of CDA to have an analysis of the employment of specific features in discourse for manipulation of particular ideology within certain class of individuals. It is perceived through beauty cream advertisements to buy the beauty products. The data was collected from the YouTube commercials. The research paradigm was qualitative to highlight the marketing based lingual elements that have been cleverly devised in beauty commercials. The results have revealed that the Pakistani beauty commercials are made to attract the minds of Pakistani women. The findings will help to develop a proper understanding in Pakistani consumers with facilitation in their decision power to buy the products without exploitation of media commercials.

This research assessed the Language use of Political Leaders of Pakistan during COVID-19 against the corona virus spread. It further investigated the effect of political leaders' language on common people. Politicians issued numerous political statements regarding the prevention of the CORONA virus spread and these statements got good space in leading National and International English language newspapers. The people of Pakistan wanted to listen to the voice of public representatives on this important issue that badly hit their lives. A qualitative phenomenological research design was used. Data were analyzed through observation. Data collection source was 'The DAWN, The Diplomat, Al-Jazeera and The Tribune newspapers. Results were compiled, generating themes. Six themes developed from narratives regarding the prevention of the COVID virus disease. Results suggest that political leaders of Pakistan should follow the 'one vision & one voice' slogan to fight the CORONA virus.

The study is designed to find English lingual needs in undergraduate students of zoology department in one of the Public Sector University, Jamshoro, Pakistan. The questionnaire was used as a data collection tool to know about the English language opinions of zoology students that belonged to diverse lingual backgrounds at the undergraduate level in quantitative form. The questionnaire tends to elicit different lingual needs from students of varied lingual backgrounds. This study discloses some of the interesting facts about interests in students to give preference to skills of speaking, their interests in British English, to find their perceived need of English usage in abroad, eagerness for learning English and their current competency in English. The interview protocol was used to find the interest and motivation of zoology students in detailed form. However, one finds predictable regulations. Though, all respondents were students of zoology department, they had immediate lingual wants of English that are educational in nature and contextual, where English is used frequently. The significance of study lies to a fact that it does provide path for ESP teachers and practitioners in helping them to design specific courses with particular materials for undergraduate students of zoology department.

They study intends to know the perceptions of engineering students to use technology in learning English at Mehran university of Engineering and Technology, Jamshoro. The study tries to know the responses of students with the impact to learn English through technology. According to the majority of the responses from students, the integration of technology can affect the educational and the occupational lives of engineering students. The scheme of this study follows cross-sectional design and adopted the quantitative approach. The research had data from 150 students that represented five departments of engineering field at Mehran University, Jamshoro. The six technological domains in use of students tend to answer to learn for English. It was concluded after the analysis of responses from SPSS version 23 that the effective learning and the teaching of English with integration of technology can be possible at Mehran University of Engineering and Technology (MUET), Jamshoro, Sindh.

The study aimed to highlight the impact of technological integration on engineering students to teach English in one of the public sector engineering university in Jamshoro, Sindh, Pakistan. The study adopted the qualitative design and data was collected through an interview. Further, the collected data was analyzed through the content analysis. It was to find the effectiveness technology usage in learning and teaching of English language amongst the engineers at undergraduate level in Sindh. The study also intends to demonstrate that how the English language can be enhanced effectively through use of technology by the engineers in their future. The study stated through the results that English language is considered the global language, where students of engineering context need to have the competency. The learning of English enhances the efficiency of the engineers and technological integration makes them to learn English more efficiently through the use of technological gadgets. They improve capacity of visualization in students and teachers. Therefore, the digital tools proved to increase the learning more efficiently.

The paper reviews the historical backdrop of English language with specific identification of its various roles in academic domain. The study is aimed at highlighting spread of English language that is encountered in history since eighteenth century and is still in pace of advancement within the Asia-Pacific region. The data have been collected from different textbooks, research studies and the video documentaries on YouTube channel. Second part of this study makes sense of the turn of events and qualities of English language academic strategies in Asian Pacific nations. The paper highlights those nations that have their place in the growing circle of Kachru's (1985) model, and in the extending circle. Additionally, paper attempts to review the formative qualities of academic techniques adopted for English language within the Asian-pacific nations. Further, paper highlights qualities of English that raises its standard as global language. It tends to underlie particular role for English that is devised between social correspondences all around the planet. The crucial role of educational practices in English is to train the youth to utilise their subtle capabilities in English and readily respond in the international forums with their own proficient capacities.

The study is designed to analyze the communicative and academic needs in English for the students at Jamia Tul Madina (Faizan e Madina) madrassah at master’s level in Karachi. The theme of study is aimed to project the needs of students to learn English for the specific purposes (ESP) in light of Islamic seminary institute. The mixed method approach is followed that practice both quantitative and the qualitative methods. Two separate research instruments have been used in the study. The interview protocol is used to find the qualitative responses of English teachers and the close-ended questionnaires have been used to collect responses of the students in descriptive form. The results have shown that the students of Jamia tul Madina, an Islamic seminary institute have the particular objectives to learn English. These objectives are separate from the objectives of learning English in public and private academic institutes in Pakistan. The use of English in learning of subjects includes Hadith, Quranic Tafseer (Interpretation), Fiqh, History, translation, Business and Management. In addition to it, the responses of the participants have presented a fact that English is used for the research purposes at the international level; it helps in the write up of thesis projects and for the communication with the foreign Islamic research scholars at the research platform. Therefore, the study concluded that the use of English is significant for the students in Madrassah to comply their specific needs in academic and communicative domains for their successful future.

The course of English for legal purposes has greatly received acceptance in Pakistan. The courses of ELP are not concerned to teach particular terms and phrases to translate texts with the teaching technique of the Grammar Translation method (GTM). Pakistan has been active in participating in International Relations. Therefore, it is significant to expect the attached course of ESP that could facilitate learners in preparation for their career in international outlook. Under this principle, the current theme of the paper is envisioned to give the layout of ELP courses that could tailor to the needs of law undergraduate students in Sindh Law College, Hyderabad. This course is proposed to design its foundation on content-based instruction. The issues are perceived through various angles in different ELP settings. The proposed plan for ELP courses is expected beneficial for teachers and students that are involved in the development of ELP courses in various renowned Universities in Pakistan.

This paper is an attempt to analyze the commercials of juice brands on television of Pakistani Media. The commercials that are taken to be analyzed are the two renowned brands of Juice products in Pakistan. The names of these renowned brands are “Nestle Fruita Vitals” and “Pakola Flavored Milk”. The aim of this paper is to analyze the linguistic devices that have been used to promote the specific ideology behind commercializing the two brands of juice products in Pakistan. The specific motto has been highlighted behind each of the commercial advertisements. The article tends to present the catchy phrases and the particular words that have been used in these two advertisements of juice products that inculcate certain ideologies for their listeners to buy their brand. The procedure of analysis was processed with the help of Fairclough’s model of the “Three-Dimension Framework” (1989). The analysis has presented the philosophical frame behind these two commercial brands. The critical analysis of discourse helped to know about the different strategies that have been adopted by the advertisement makers to sell the juice products of two separate commercial brands in Pakistan. They are briefly explained and interpreted in the light of the CDA model. The analysis of data has revealed a fact that the commercial designers of the two juice brands tried to use specific rhetorical devices to attract the mindset of people to buy products. The advertisers try to convince the general public that their juice brand as that they wanted should be introduced in the market. It is better in comparison to all the other juice brands in Pakistan. Therefore, the present study has tried to reveal this fact with a comparison of advertisement content in two different juice brands in Pakistan

The Wash-back has a significant area of English Language Assessment Research (ELAR), which has succeeded in inviting considerable heed of the researchers over the years. Some substantial experimental studies relating to washback in English language testing have been conducted globally. This study aims to review and evaluate the eight most recent experimental or empirical research projects carried out on washback in English linguistic education (ELE), which have been downloaded and collected through internet surfing. Based on the review of eight research articles, this current study has been conducted to determine the theoretical foundations of impacts of tests, examinations, assessments, and evaluation in English language education as well as testing besides demonstrating the research findings. Results showed that the washback of high-risk investigations or tests had positive, negative, and mixed impacts and effects depending on the backgrounds and language of students’ extents. The positive washback affects the instructors, teaching practices, materials, methodologies, contents, and language beginner approaches, while the inverse or negative washback happens after the attention is diverted from the erudition process of English to test conducting approaches. After reviewing eight research projects, the findings stated that washback plays a crucial role in English language testing. In some cases, it is positive; in others, it has shown a negative stance. Therefore, it is difficult to state that all English tests positively impact test takers.