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SOCIOLINGUISTIC EFFECTS ON CODE-SWITCHED ADS TARGETING BILINGUAL CONSUMERS

106 citations0/0 files storedJournal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Linguistic and Sociocultural Studies

Abstract

One of the techniques advertisers use to target language minorities (e.g., U.S. Hispanics) is the use of code-switching, or mixing languages within one ad. This paper investigates the consequences of code-switching for ad persuasiveness. The results of two studies suggest that code-switching results in the activation of associations relevant to the language the slogan switches to. Those associations influence the valence of consumers' elaboration such that if the language a slogan switches to possesses positive (negative) associations, consumers engage in positive (negative) elaboration, resulting in higher (lower) evaluations. Attitudinal and contextual variables interact with the effect of code-switching on ad responses.

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2017A Theory of Cognitive Dissonance 1992The Cambridge encyclopedia of language . By David Crystal. Cambridge & New York: Cambridge University Press, 1991. Pp. vii, 472. Paper $24.95.2013Social Cognition: From Brains to Culture 2013Language and communication 1984Life with two languages : An introduction to bilingualism. By François Grosjean. Cambridge, MA: Harvard University Press, 1982. Pp. 370. $20.00.1985Measurement in Cross-Cultural Psychology 1986The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption 1997Social motivations for codeswitching : Evidence from Africa. By Carol Myers-Scotton. (Oxford studies in language contact.) Oxford: Oxford University Press, 1995. Pp. xii, 177.

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2008Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms 2012How Does Language Matter for Services? Challenges and Propositions for Service Research 2008Enhancing Recall and Recognition for Brand Names and Body Copy: A Mixed-Language Approach 2010English in Product Advertisements in Non-English-Speaking Countries in Western Europe: Product Image and Comprehension of the Text

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