The Impact of Code-Switching and Code Mixing in Advertising


  •   Sumitra Biswal Srusti Academy of Management Patia, Chandaka Industrial Estate, Bhubaneswar - 751031, Odisha



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.




How to Cite

Biswal, S. (2009). The Impact of Code-Switching and Code Mixing in Advertising. Adarsh Journal of Management Research, 2(2), 24–34.



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