Pakistan Journal of Applied Social Sciences <p><a href="" target="_blank" rel="noopener"><img src="/public/site/images/administrator/PJASS4.PNG"></a></p> Launched under the patronage of Prof. Dr. Mohammad Qaiser, Vice Chancellor University of Karachi by the Department of Social Work University of Karachi on 8th March 2014. Special Issue was published on 55th Anniversary of the Department on 8th Sep 2016. en-US Pakistan Journal of Applied Social Sciences 2409-0077 Creativity in Language Teaching <p class="Abstract">The aim of this study is to highlight the importance of creativity in language teaching. This is an era of technology. Modern techniques are replacing ancient ones. Changes are taking place all around us, whether they are gradual or drastic. In this scenario, teachers should adopt the latest trends and techniques, in order to cope with the modern world. The necessity to learn a foreign language has become intense due to the increase in globalization and expansion in international relations, trade, technology, and media. Textbooks are said to be a major source of Language Teaching in Pakistan. Unfortunately, the current curriculum is not well-equipped for the challenges of 21st century. Primarily all the teachers and particularly language teachers need to enhance their expertise in teaching. If they use a diversity of teaching methods and strategies, learning will be more active. Students should be given chance to reproduce in the new language as it would help them to ‘switch’ from their native language to the language they are going to learn. This research throws light on the importance of creativity in the acquisition of a new language and the practical ways through which it may be implemented so that language teachers can opt for them with ease.</p> Maliha Siddiqi Copyright (c) 2022 Maliha Siddiqi 2022-09-08 2022-09-08 13 2 1 16 Motion of No-confidence against Imran Khan: A Critical Discourse Analysis of Newspaper Headlines <p>The current research study is aimed at critical discourse analysis of the newspaper headlines about the motion of no-confidence against Imran Khan in the parliament of Pakistan. The study is descriptive qualitative. Fairclough’s (1992) framework for critical discourse analysis of a communicative event was used for this study. Twenty-six newspaper headlines were selected from reputed Pakistani English and Urdu newspapers. The data was collected through purposive sampling techniques. The critical discourse analysis of newspaper headlines elucidated how the same news item was differently presented in different newspapers due to the ideological perspectives of their editors. The study reflects that the editors of newspapers have concealed ideologies that aim to create a sensation among their readers by employing a stimulating lexicon. These headlines function as a tool for propagating the hidden ideologies of editors to achieve their concealed objectives. The study draws the conclusion that newspaper headlines are representations of the editors’ ideologies which reflect their political, religious and personal propensity regardless of their claim to be unbiased and neutral in their field. The newspaper editors exploit headlines to shape readers’ thinking on issues of national concern.</p> Muhammad Arshad Nazish Khan Copyright (c) 2022 2022-09-08 2022-09-08 13 2 17 35 Crisis Marketing: Hand Washing Brands Communication during Covid-19 Pandemic <p>Natural catastrophes and crises have recently gained international significance, partly as a result of business globalization and increased international communication. In the pandemic situation, the importance of hygiene increased, and washing hands at regular intervals or frequently washing after touching some external surface was important to fight against the deadly virus called COVID-19. This paper tries to understand the message of the hand washing advertisements of Dettol, Lifebuoy, and Safeguard. It also tries to understand the emotional appeal in advertisements impacting the customers and whether its message content helps in increasing the awareness of the safety and hygiene appeals made by the hand washing brands in their advertising content. This study conducted a content analysis of Dettol, Lifebuoy, and Safeguard advertisements for one year from 1st February 2020 to 28th February 2021.</p> Faheem Akhter Fatima Kiran Aisha Shams Copyright (c) 2022 Faheem Akhter, Fatima Kiran, Aisha Shams 2022-09-08 2022-09-08 13 2 37 51