Swahili advertising in Nairobi: innovation and language shift

Mutonya, Mungai

doi:10.1080/13696810802159222

Cited by 22 publications

(8 citation statements)

References 16 publications

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“…Considerable research has been devoted to English mixed with local languages in advertising appeals. Studies of this nature have spanned the globe, focusing on different countries in Africa, Asia, Europe, and the Americas (Akinyi, ; Alm, ; Baumgardner, , ; Baumgardner & Brown, ; Cheshire & Moser, ; Friedrich, ; Gerritsen et al., ; Hsu, ; Kamwangamalu, ; Martin, ; Martinez, ; Masavisut, Sukwiwat, & Wongmontha, ; Meraj, ; Mutonya, ; Pétery, ; Rosendal, ; Ruellot, ; Shooshtari & Allahbakhsh, ; Takashi, ; Ustinova, , ; Vaičenonienė, ; Vettorel, ). Although the bulk of this research pertains to print advertisements, this phenomenon has also been investigated in other media, including television (Dimova, ; Lee, ; Martin, ; Raedts, Dupré, Hendrickx, & Debrauwere, ; Tajolosa, ; Ustinova & Bhatia, ; Zhang, ), radio (Pavlou, ), and Internet advertising (Lee, , ; Martin, ).…”

Section: The Discourse Of Advertisingmentioning

confidence: 99%

Global marketing translation and localization for French‐speaking countries

Martin¹

2019

World Englishes

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This article explores translation practices in international advertising designed for different French‐speaking countries, highlighting the myriad ways in which global brands reshape their messages to appeal to local markets. A number of factors will determine the specific approach to linguistic and cultural phenomena when adapting a global advertising campaign for local audiences. In addition to the seamless blending of translated content and multimodal language mixing appearing in advertising for these markets, one notices that the degree of French‐English mixing, types of bilingual creativity and glossing techniques differ noticeably across markets, media and product categories. Newer technologies and the social media craze have also had a profound impact on the assimilation of English borrowings.

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Section: The Discourse Of Advertisingmentioning

confidence: 99%

Global marketing translation and localization for French‐speaking countries

Martin¹

2019

World Englishes

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“…The advertisements above from renowned companies in Eastern Africa use Sheng in their advertisements as part of their marketing strategy. Using Sheng language in advertisements helps to link products with looked-for traits such as change, novelty, youthfulness and urban sophistication (Mutonya, 2008). People who converge by the use of Sheng are viewed to be informed and not left behind by trends in a dynamic world.…”

Section: Literature Reviewmentioning

confidence: 99%

A Case Study of the Application of the Kenyan “Sheng” Language in Marketing

2019

JMDC

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As societies evolve, different demographic groups come up with their own vocabulary for social interaction. The young generation of a society uses a language usually made up of special words and phrases for communication to fit their needs. The language of the youth is often derived from a standard language that is widely used in the community. This paper explores the language used by Kenyan youth called "Sheng", which is developed from Swahili and English. We will discuss the use of "Sheng" in advertisements and its connection to two major marketing strategies -blue ocean strategy and marketing myopia.

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“…Research is also conducted on specific themes such as the use of Sheng and code switching in advertisements, as discussed by Mutonya (2008):…”

Section: Overview Of Recent Workmentioning

confidence: 99%