Creating an effective code-switched ad for monolinguals: the influence of brand origin and foreign language familiarity

Lin, Ying Ching; Chung, Tai‐Shung; Hsieh, Jun-Yi

doi:10.1080/02650487.2016.1195054

Cited by 16 publications

(6 citation statements)

References 45 publications

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“…Accordingly, internet slang is used in everyday life in the form of an embedded language. The advertising tactic of “inserting a foreign word or expression into a sentence (e.g., into an ad slogan), resulting in a mixed-language message” is called code-switching (Luna and Peracchio, 2005a; Lin et al., 2017). We applied code-switching theory in this research because the use of internet slang in advertising results in a similar situation as that of using code-switching.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

et al. 2019

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Internet slang is a new language with innovative and novel characteristics, and its use can be considered a form of creative advertising. Embedding internet slang into advertisements can thus enhance their creative quality and increase the attention paid to them. In this study, we examined the effect of the characteristics of internet slang on attention to advertisements, brand awareness, product evaluation, and attitudes toward advertising by conducting two empirical studies, one utilizing eye-tracking experiments and the other utilizing questionnaires. We found that using internet slang in advertising significantly increased audience attention compared with standard language but did not necessarily improve product evaluation and brand awareness for various types of goods. We discovered code-switching effects of psycholinguistics existed in standard language and its variant (internet slang). Our findings can guide advertisers in selecting the embedded language that can be effective in achieving their desired advertising effect. Our findings also indicate that the excessive use of internet slang may have a negative effect on brand and product evaluation.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

et al. 2019

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“…Most of the studies reviewed above investigated advertising in bilingual or multilingual communities. It should be noted, however, that code-switching is not common in advertisements targeting mostly monolingual speakers, as reported in the current study; see also [ 40 ]. Additionally, investigations of code-switching in advertisements on social media have been scarce, resulting in calls for more research on online advertisements, especially those made spontaneously by social media influencers.…”

Section: Literature Reviewmentioning

confidence: 65%

Code-switching functions in online advertisements on Snapchat

Almoaily

2023

PLoS ONE

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Code-switching is a well-researched phenomenon. However, little research has been conducted on code-switching in orally communicated advertisements on social media despite social media platforms witnessing the birth of many linguistic trends and having an impact on the linguistic behaviour of their users. To bridge this gap, the current study investigates the functions of Arabic-English code-switching in advertisements made by Saudi influencers on Snapchat. The data comprise 4000 words produced by 40 advertisers (20 male and 20 female, 100 words each). The advertisers, who belong to the same age group, advertised for a range of products and targeted mostly monolingual Saudi users of Snapchat. The sample produced 102 instances of switching from Arabic to English. The most common function in the data consisted of switching for availability (n = 78), but other functions were observed (quotation n = 9, specifying addressee n = 5, interjection n = 7, reiteration n = 1, and message qualification n = 2). The potential reasons for the higher frequency of switching for availability are discussed, and venues for future research are suggested.

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“…Their analysis also revealed that advertisers use code-switching for other functions, such as language economy, euphemism, and portrayal of multiple identities. It should be noted here that Lin, Wang, and Hsieh (2017) suggested that the research findings of studies conducted on bilingual speakers cannot be applied to monolingual speakers. The findings of their study suggest that customers prefer advertising local brands without the use of codeswitching.…”

Section: Code-switching In Advertisementsmentioning

confidence: 94%

The Influence of Product Gender on Frequency of Code-switching in Online Advertisements: A Study on the Saudi Digital Marketing Platform Maroof

Almoaily¹

2022

AWEJ

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Code-switching can be a successful marketing strategy in online advertisements even when the targeted audience is monolingual. Yet, little research was conducted on its frequency or attitudes towards it, especially in the Middle Eastern context. Additionally, most current research on code-switching is on bilingual communities. Such gaps in the literature contribute to the significance of the current study. Therefore, this paper is an attempt to investigate whether gender is a factor influencing both the frequency and the preferences of code-switching in online written advertisements listed on Maroof, a Saudi governmental platform for verifying local online shops. Two questions were formulated to determine if code-switching frequency in advertisements for male and female products is statistically different and to check whether the targeted recipients have different code-choice preferences depending on the gender for which the product is made. A textual analysis and an online questionnaire were employed to answer these research questions. Fifty randomly selected online shops containing products for women were compared with fifty other shops advertising men’s products. The advertisements were mostly Arabic monolingual for both groups (82% in men’s products and 76% in women’s products). However, the group of women’s products had a significantly higher frequency of code-switching, with a p-value of 0.46. A questionnaire completed by 936 Saudi respondents revealed that English monolingual advertisements are favored by a considerable number of respondents, despite their complete absence in the sampled advertisements. The questionnaire also revealed that code-switching preferences seem to be influenced by linguistic constraints.

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Creating an effective code-switched ad for monolinguals: the influence of brand origin and foreign language familiarity

Cited by 16 publications

References 45 publications

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

Code-switching functions in online advertisements on Snapchat

The Influence of Product Gender on Frequency of Code-switching in Online Advertisements: A Study on the Saudi Digital Marketing Platform Maroof

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