The Study of the Perception of Code-switching to English in German Advertising

Abstract

This paper highlights the increasing role of code-switching to English in the context of global transformations and focuses on its symbolic usage in German advertising discourse. A survey conducted among the German-speaking community was aimed at finding out what socio-cultural values English conveys and how native speakers perceive the presence of English-inserted elements in an advertisement. The findings show that code-switching to English is considered a complex phenomenon that has both positive and negative aspects, which testifies to its ambiguous axiological status.

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