The Impact of Code-Switching and Code Mixing in Advertising

Code switching and otiier related language use phenomenon occurs in all linguistic situations, monolingual or bilingual situations. Code switching in a monolingual situation indicates the Diglossic switching and dialectal switching. Diglossic code switching means mixing or shifting of codes from standard variety to a low variety or vice versa depending upon the demands of some of social and psychological situations. Sometimes, a person who knows more than one dialects uses different codes. A person who belongs to one particular dialect may use a standard code in formal situation or with his friends. At the same time, he may change from one code to another assuming that the hearer also knows the change in the code. In a bilingual situation also code switching occurs. A person who knows two languages may know the cultural background of both the languages, and sometimes becomes proficient in both the languages and thereby he adopts code switching during language. This Article shows that consumers' language attitudes are an important consideration when it comes to writing ads. Consumers attach certain associations to different languages. These associations then influence their attitudes toward ads that are written in that language. The research shows that even ads that are written in two languages like "Hinglish" can awaken such associations, and that the same slogan can result in different reactions depending on the language that draws the most attention. The article also underscores the importance of code-switching and code mixing in advertising. Code-switching, far from being an isolated practice, is used frequently in the media and in everyday life. For consumers. This research highlights the importance of language in everyday life, For marketers, the importance of language and consumers' attitudes towards the language used in advertising. This is particularly relevant for advertisers targeting bilingual markets. The article discussed here is part of the authors' broader investigation of code-switching&code mixing in advertising. By studying this linguistic practice in depth, consumer researchers will gain insight into bilingual consumers' minds, motivations, and actions.


Code Switching and Code mixing: A Conceptual Overview
Terms in sociolinguistics for language and especially speech that draws to differing extents on at least two languages combined in different ways, as when an oriya /English bilingual say: This morning; mu fish buy karibaku market jauchi.). A code may be a language or a variety or style of a language; the term code mixing emphasizes hybridization, and the term codeswitching emphasizes movement from one language to another. Mixing and switching probably occurs to some extent in the speech of all bilinguals, so that there is a sense in which a person capable of using two languages.
Consumer researchers have recently investigated the effect of mixing languages in ads -that is, the implications of using "Hinglish " in advertising.
Linguists call this practice "code-switching." Code-switching is often used in media targeting ethnic minorities like Hispanics in the U.S, but it is not unique to Spanglish. Code-switching happens in most bilingual communities; for example, in Singapore, where English is peppered with Malay and other languages, the mixture is called "Singlish." In a recent article, David Luna and Laura Peracchio looked at several advertising slogans that use code-switching. They found that there is more than meets the eye when it comes to language use. Different languages mean different things to their users. For example, many Hispanics in the U.S. are bilingual, so they could use either Spanish or English interchangeably.
However, they perceive English as the language of power and dominance. Spanish can be associated with a feeling of inferiority and discrimination.
Consequently, when a code-switched ad draws attention to its English portion, Hinglish or mixing with any local language responses tend to be more favorable than when the ad draws attention to its English portion. Interestingly, consumers seem to pay more attention to the language that is less used in the ad, just because it stands out from the rest of the ad.

Example of Code-switching:
Hey there how are you? If you notice in this particular sentence there is mix of Hindi and English.

General code
The term code refers to speech varieties or dialects in a language or even languages. This is widely used in the field of linguistics, and it is studied always in a social context. Further, it is a signal used by the speaker to convey some messages. The term 'code switching' means switching from one language variety to another when the situation demands. At the same time, he may change from one code to another assuming that the hearer also knows the change in the code.
In a bilingual situation also code switching occurs.
A person who knows two languages may know the cultural background of both the languages, and sometimes becomes proficient in both the languages and thereby he adopts code switching during language use.
For example, an Oriya speaking person who has wider exposure to English then his mothertongue will be often switching to English from Oriya due to his proficiency or due to certain psychological reasons or motives.
Code switching is also possible in a multilingual situation; when a speaker uses more then two languages, he often switches over from one to another and ends up in mixing of all the codes. This is common in multilingual countries like Code switching takes place in other situation also.
Especially, when the informants were asked to narrate story, they were using the standard and the low varieties.
Example 1 When an informant was telling about the present political situation, he used the standard variety.
"It is the government duty to remake the law for the benefits of the people and to suit the developing trends of the nation. Advocates^ agitation is illegal." Another informant when he was telling about an incident, he used the standard variety and low variety alternatively.
"Why the advocates agitate against the government sehously?! If the government remakes the law, their income will be decreased. So, they won't pull back their strike even if they were beaten by police"..

Example 3
An informant, when he was telling his day to day activities he used the standard as well as low variety items. Let her to come to good position by studying" Ata din habe kuthaye gayache tumi ?
In this dialect Ata din habe kuthaye gayache tumi?' which reflects a dialectal form of the Bengali and oriya . The reason for the mixed dialect varieties was also given by the informants they said that before migrating to Bhubaneswar, they did platform business at Baleswar, and Baripada (districts of Orissa)also; though their birth place was Calcutta.

Code switching and ads
When a code-switched ad draws attention to its English portion, bilingual responses tend to be more favorable towards the ad which draws attention to its code mixing and code switching portion. Interestingly, consumers seem to pay more attention to the language that is less used Let's look at some TV commercials where the growing use of Hinglish cannot be ignored. Hinglish is deliberately used to make these more catchy.
In an ad for a certain shampoo, Priyanka Chopra says: C'mon girls, waqt hai sh\r\e karne ka\ Punch line forpepsi is:

Coca Cola:
Thanda matlab coca cola. "We find that while the Hindi or Oriya (any local language) language is associated with "belongingness" (close, personal, friendly, family), English is associated with "sophistication" (global, cosmopolitan, urban, upper class).
Participants associated "belongingness" with necessities, such as detergent, and the researchers found that ads for detergent were more effective when the ads were partially or fully in Hindi or any other local language.
In contrast, when the product being marketed was a luxury item-chocolate in the case of this studyparticipants reacted more favorably to ads that were in English.

Methodology
The present study based on primary data. Data has been collected from 100 respondents in 6. Do you feel English signifies sophistication?

Research Objectives
The objective of this study is to find out: ( Fig-1. code switching among consumers) In a Diglossic situation, it was found out that when the informants speak about their subject, they use either the standard variety or low variety. And in a bilingual situation, code switching occurs depending upon the topic. The data was collected from fifty informants whose mother tongue is Oriya. They use Oriya and Bengali alternatively in their day to day activities. 35% of informants were using Oriya and English alternatively or with mixing and shifting. When the reason was asked, they told the investigator that they migrated to Bhubaneswar 20 years back. Hence, they have proficiency in both the languages, and this might be the reason for mixing and shifting. Informants use a type of code with their family members who are more informal, casual and simple. The informants speak Oriya within their family. Since, they were brought up in that way. With the friends, they use both the mother tongue and English. During their business time, they use English and Hindi languages alternatively.

Findings
Three different contexts of code switching are found in the present study are as follows:

Specific
Among the informants, three-fourth of them was platform shopkeepers, and they specifically use Hindi & Oriya alternatively. They use the standard variety of language with the consumer and with their friends.
Hence, occasionally they use low variety of language.

Attracting the consumers
In the data recorded without the informant's knowledge during business time, they use standard and low variety codes. Some times or often, they switch over from one dialect to another. And also, English-Oriya code switching occurs .They use both the languages to attract the consumers.

Circumstantial necessity
Having Oriya as their mother tongue, the Oriya The types of code switching behavior along with its setting were found out; bilingual code switching behaviors was also identified. This study also concentrates on the reasons for code switching, the context of code switching; various domains of code switching etc. and elaborate them. It has been strongly proved that the change of topic and the change of setting influence the language behavior and thus, they control the code switching process.

Limitation of the Study
During the interaction, information transfer brings shifts from one language to another, one dialect to another and from one variety to another depending upon the role of the speaker, and the occupation of the addressees and the existence of the situation. If the number or the informants were more, we could have studied the language use with regular mixing in a deeper and wider perspective.
This would have enabled us to provide evidence, and also helped us to give the conditions, the reasons and results of the data with adequate statistical figures. Since, this study is a small scale study; an attempt is made to see an overall way of code switching behavior and use of language of bilinguals in Bhubaneswar City. There is scope for a detailed study in the future.

CONCLUSION
In the data recorded without the informant's knowledge during business time, they use standard and low variety codes. Some times or often, they switch over from one dialect to another.
And also, Oriya and Bengali code switching occurs. They use both the languages to attract the consumers. The authors also found that study participants responded favorably to mixedlanguage advertising, when words from both languages were found in the advertising slogans.
"Results of this experiment suggest that multinational corporations need to be more cognizant about language choices in global bilingual markets, and it would be ill advised for them to simply follow the choices that appear to be working for the local corporations," the authors conclude.