Code-switching in advertising : an exploratory study on "Manglish" and "Bahasa Rojak" in newspaper and advertisements / Noraminah Ibrahim

Ibrahim, Noraminah (2013) Code-switching in advertising : an exploratory study on "Manglish" and "Bahasa Rojak" in newspaper and advertisements / Noraminah Ibrahim. Masters thesis, Universiti Teknologi MARA.

Abstract

This study seeks to analyse the occurrence of code-switching in Malaysian advettising
industry by focussing on "Manglish" and "bahasa roja/f' phenomena. Code-switching
occurs when more than one language is used simultaneously, or when different
languages are mixed and switched during the same communication process.
Advertising as one form of marketing communication and newspaper as an influential
medium have been evolving due to various factors, thus code-switching in newspaper
advertisements appears to be inevitable. In this study, a content analysis over a period
of six months has been piloted on two leading newspapers in the country, namely The
Star and Harian Metro. Over three hundred advertisement samples containing over
one thousand code-switching incidences are analysed to accomplish the objectives of
the study. As Chinese New Year was celebrated amidst the analysis period, words
related to the festivity are commonly used in numerous advertisements. Additionally,
several other technical jargons and catchy texts that signify promotional campaigns
are prevalent too. The language types and locations of the code-switched incidences
on the other hand differ according to newspaper, although both newspapers share
similar code-switching categories. Consequently, this study also aims to identify the
common brand categories and brand origins, as well as target audiences of the
advertisements. The importance of language in conveying advertising messages
allows this study to be significant to industry practitioners and parties of interest in
realising that code-switching occurrence in advertising is an essential prospect of mass
communication landscape, particularly in a culturally diversified and fast-developing
nation like Malaysia.

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