Code-switching and Code-mixing as Persuasive Strategies in ...

Masaryk University Faculty of Arts

Department of English and American Studies English Language and Literature

Zuzana Alcnauerová

Code-switching and Code-mixing as Persuasive Strategies in Advertising Bachelor‟s Diploma Thesis

Supervisor: Mgr. Jan Chovanec, PhD.

2013

I declare that I have worked on this thesis independently, using only the primary and secondary sources listed in the bibliography. …………………………………………….. Zuzana Alcnauerová

I would like to thank my supervisor, Mgr. Jan Chovanec, Ph.D., for his valuable advice and encouragement. I would also like to thank my family and friends for their patience and moral support throughout the writing process.

Contents 1. INTRODUCTION ................................................................................................. 4 2. CODE-SWITCHING AND CODE-MIXING DEFINED ..................................... 6 2.1 Code-switching (CS) ....................................................................................... 6 2.1.1 Attitude towards CS .................................................................................. 7 2.1.2 Motivations for CS ................................................................................... 7 2.1.3 Types of CS .............................................................................................. 9 2.2 Code-mixing (CM) defined ........................................................................... 10 3. CODE-SWITCHING (CS) AND CODE-MIXING (CM) IN ADVERTISING . 12 3.1 CS and CM as a persuasive tool in monolingual communities ..................... 12 3.1.1 Globalisation ........................................................................................... 12 3.1.2 Language fetish ....................................................................................... 14 3.1.3 Homonymy, homophony, and worplay .................................................. 16 3.1.4 Lexical gap.............................................................................................. 17 3.2 CS and CM as a persuasive tool in bilingual communities ........................... 18 3.2.1 Psycholinguistic and sociolinguistic perspective.................................... 18 3.2.2 Structural perspective ............................................................................. 20 4. CODE-SWITCHED ADVERTISEMENTS ........................................................ 23 5. CODE-MIXED ADVERTISEMENTS ............................................................... 26 5.1 Popular songs ................................................................................................. 28 5.2 Idioms ............................................................................................................ 30 5.3 Alliterations, repetition, and homophony ...................................................... 31 6. STATEMENTS OF THE COMPANIES ............................................................ 35 6.1 Boots .............................................................................................................. 35 6.2 Vueling .......................................................................................................... 36 7. NEGATIVE EFFECTS OF SHIFTS IN MEANING .......................................... 36 7.1 Form ............................................................................................................... 37 7.2 Brand names .................................................................................................. 38 7.3 Problematic English slogans and brand names .............................................. 38 7.3.1 Symbols .................................................................................................. 39 7.3.2 Slogans .................................................................................................... 39 8. POSITIVE EFFECTS OF SHIFTS IN MEANING ............................................ 40 9. CONCLUSION.................................................................................................... 42 10. BIBLIOGRAPHY.............................................................................................. 44

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1. INTRODUCTION Code-switching and code-mixing as communicative strategies are studied mainly in connection with the bilingualism. Previous research has focused on the formal aspects of switches, the functions of code-switching and the sociolinguistic factors which lead to this phenomenon. Even though some authors narrow their research down and analyze psycholinguistic effects of code-switching and code-mixing as well as the intentions which are conveyed via switches, relatively less attention has been given to the persuasive effect of the alternation of two languages. Code-switching and codemixing have also been adopted by advertisers, who always look for new and catchy slogans. Although this practice has spread even to advertising for monolingual communities, switching between the codes is not necessarily used in the same way as with bilinguals. The aim of the thesis is to analyze written code-switched and codemixed advertising messages from the dual perspective of monolingual and bilingual consumers. The thesis illustrates persuasive advertising code-switching and codemixing strategies with suitable examples of advertisements from the newspaper. The first part of the thesis deals with the definitions of code-switching and codemixing, types of the switches, the attitudes toward code-switching, and the intentions which lead to this linguistic behaviour. Afterwards, the theoretical part continues with the chapters on the role of code-switching and code-mixing in advertising. The given chapters compare code-switching and code-mixing as a persuasive tool in monolingual and bilingual communities presenting different reasons for employing this technique. The thesis provides a set of examples from written advertisements which contain code-switching and code-mixing. The examples are divided depending on their structure into two groups – code-switched and code-mixed messages. Since code-mixed slogans 4

are more frequent, these are again categorized according to the various aspects. The aim is to illustrate the multiple ways of getting the attention of the consumers. For example, code-mixing can be used in songs, idioms, and homonymy. At the end of the thesis, the positive and negative effects of a shift in meaning are compared and analyzed. These chapters discuss the potential misunderstandings that occur either when foreign words are used in advertising or when advertisers underestimate the importance of a local variety of language and the importance of cultural knowledge. Awkward brand names and slogans are shown along with the comments made on the effect which they created.

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2. CODE-SWITCHING AND CODE-MIXING DEFINED This chapter deals with the basic definitions of code-switching and code-mixing. The difference between these two phenomena is explained. The categorizations of switches by Gumperz (1982) and Poplack (1979) are presented as well as the intentions which stand behind switching between the codes.

2.1 Code-switching (CS) CS is a communicative strategy widespread in bilingual communities where the people are able to speak two languages comparably well and, thus, they choose a code that transmits their intentions in the best way. As Coulmas (2005: 107) points it out, bilinguals‟ choices of codes go beyond the boundaries of a single language. CS is a widely studied phenomenon; hence a great variety of definitions. The majority of linguistics define CS as the alternation of two languages. The opinion of various authors coincides with the definition of Poplack (1979: 7) that CS is “the alternation of two languages within a single discourse, sentence or constituentˮ (Callahan 2004: 5, Winford 2003: 14). Myers-Scotton specifies her definition excluding the examples in which phonetic assimilation occurs. Otherwise, code-switching might be confused with borrowings (In Lanz 2011: 65). Since the difference between the phenomena CS and CM is sometimes quite, linguists try to establish the boundaries to differentiate them. However, these rules vary as well as the opinions of authors. In the thesis, the opinion of Ardila is applied. According to Ardila (2005: 70), CS occurs when the speaker switches between two languages in some point of the conversation and carries on with the use of the latter language.

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2.1.1 Attitude towards CS The attitudes toward switching between two or more codes depend on multiple factors. Some individuals perceive it as a normal linguistic behaviour in a bilingual community. On the other hand, there are records of negative reactions as well. CS used to be seen as a lack of knowledge or ability to speak two different languages properly (Coulmas 2005: 109). Logically, the attitude of bilinguals toward CS was rather disapproving. Callahan (2001: 419) comments on a time when speaking Spanish at school was forbidden. Children with limited English skills suffered humilation among their peers. In a novel by Vélez, a character called Gabriel is being laughted at because of his lack of English proficiency: “Pos el Gabriel can‟t read English muy bien cause his familia has only been here for two years from Tijuana, and they speak puro Spanish at his cantón. Pos they started laughing and making fun of Gabriel...pero pobre Gabriel just kept readingˮ (Vélez 1992: 166-167). However, in the 1970s Gumperz begins to explain this linguistic behaviour as a communicative strategy. CS skills start to be acknowledged as advantange. In his novel Ernesto, Quiñonez provides an example of treating the ability to speak both Spanish and English as an asset: “One day when Sapo and me were in the eighth grade, Tapia [a science teacher] told us, „You speak two languages, you are worth two people‟ˮ (Quiñonez 2000: 86). 2.1.2 Motivations for CS The switches occur in everyday conversations, especially in non-formal situations. Even though speakers might not be aware of their linguistic behaviour, CS is not perceived as neutral. Switching from one language to another conveys a certain meaning or attitude of the speaker (Gumperz 1982: 62).

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There is a great variety of intentions that lead to switching. In terms of bilinguals, the most significant intention is identifying with a community. Coulmas (2005: 121) describes CS as “a way of creating a unique language variety suitable to express the dual indentity of these groupsˮ. A sense of proximity is expressed via CS by referring to a common background. In Piri Thomas‟ novel Savoir, Savior, Hold my hand, a Catholic priest‟s use of a Spanish vocative produces a positive emotional effect : “„Sí, hijo?‟ And it felt very good that he said it in Puerto Ricanˮ (Thomas 1972: 144). Callahan (2001: 422) labels this function of CS as an ethnic marker. On the other hand, the speaker might tend to switch the codes when he or she wants to express distance from somebody else. The protagonist‟s mother in the novel Spidertown by Rodríguez speaks Spanish as her first language. The author comments on her use of Spanish: “„So what‟s the matter?‟ This she asked in English, always a bad sign. English made her voice sound testy and severeˮ (Rodríguez 1993: 205). In immigrant families, the use of a language of the first generation when addressing its members is a sign of respect while the use of English is seen as a sign of defiance (Callahan 2001: 423). “Why must you be so contemptuous? Why can‟t you answer me in Spanish?ˮ (Rodríguez 1993: 206) Futhermore, some novelists claim that there are families where the use of English is forbidden under the threat of punishment. “Habla español, hija, tu abuelo te va a pegarˮ [Speak Spanish, girl, otherwise your Grandpa will slap you] (Gaspar de Alba 1984: 28).

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2.1.3 Types of CS Situational and metaphorical switches There are several authors who categorize the switches according to the various rules. Gumperz (1982) was the first, with his distinction between the situational and the metaphorical type. Situational CS refers to the switches which occur in a particular social context. Metaphorical CS, on the other hand, marks a stylistic contrast, for example switching from an official language to a familiar language (In Bergman 2009: 7). Tag-like, intersentential, intrasentential switches In terms of the grammatical approach, Poplack identifies three categories. These are tag-like, intersentential, and intrasentential switches. The list is made according to the presumed degree of bilingual proficiency required to produce them (Poplack 1979: 53). Tag-like switches are at the bottom of the scale. These include interjections, fillers, tags and idiomatic expressions. Tags are isolated words or phrases which are not related syntactically to the rest of the utterance. The occurance of a tag does not break any grammatical rule either. “Oh, shit! Se fastidió todo el mundo aquí.ˮ (Bergman 2004: 6) [Oh, shit! Everybody is angry here.] “Fuiste a la presentación de Yépez, by the way?ˮ (Lanz 2011: 66) [Were you at the presentation of Yépez, by the way?] The intersentential CS is performed on the sentence level – on a boundary between clauses or sentences. Hence, the switched units are larger segments. According 9

to the definition by Poplack, to produce this kind of switches more knowledge of language is required (Poplack 1979: 53). “When, when, tendré mi oportunidad?ˮ (Montes-Alcalá 2005: 104) [When, when will I have my opportunity?] “Esperando un par de mails que no llegan. So sad.ˮ (Lanz 2011: 66) [Waiting for some e-mails that do not come. So sad.] The highest on the scale are intrasentential switches. This type combines the grammar of each language. The speaker knows how these two languages interact and, thus, is able to avoid ungrammatical utterances. Intrasentential switches are by some authors considered CM. For instance, Lanz (2011) in her analysis of linguistic creativity of CS treats intrasentential switches and CM as synonyms. “Llamó Juan to say hi!ˮ (Montes-Alcalá 2005: 104) [Juan called me to say hi!] “He terminado mis labores de today!ˮ (Lanz 2011: 66) [I have finished my today’s tasks!]

2.2 Code-mixing (CM) defined As it has been mentioned, when it comes to the definiton of CS and CM terminology varies. Some authors refer to CM as a synonym for intrasentential CS (e.g. Lanz 2011), while others use this term also for CS and borrowings (e.g. Pfaff 1979). According to Ardila, CM is the alternation of two languages in a single utterance. He describes the difference between CS and CM affirming that whereas CS occurs 10

when the speaker switches to the second language and continues using it, CM is mixing of words. (2005: 70) Köppe and Meisel point out that CM entails a certain violation of syntactic or pragmatic constraints which are part of the initial language (Köppe, Meisel 1995: 277). Muysken (2000: 1) extends the definition of CM including alternating between all grammatical features as well.

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3. CODE-SWITCHING

(CS)

AND

CODE-MIXING

(CM)

IN

ADVERTISING Since advertisers are always looking for new and original slogans and catchy phrases, they have also adopted CS and CM techniques, both in bilingual and in monolingual countries. The important condition is that consumers have at least a basic knowledge of second language to be able to notice a pun and, thus, appreciate the codemixed advertisement.

3.1 CS and CM as a persuasive tool in monolingual communities The strategy of mixing codes in advertisements does not function only in bilingual communities. Foreign words penetrating languages can be traced in all the areas of life, including advertising. On the other hand, the switches do not have the same value as when targeting bilinguals. 3.1.1 Globalisation The first reason for the appearance of English words in foreign advertising that usually tends to be discussed is the phenomenon of globalisation. Advertisers are aware of the fact that geographic and cultural borders are to be transcended and the English language “serves as a language of globalisationˮ (Cerdeño 2010: 1). Cerdeño (2010: 19) claims that English is not directly connected to its country-of-origin. Thus, it is believed that it does not convey an image of a particular country. A recently coined term by Nerrière and Hon (2009) Globish names a variety of English that non-native speakers use as a common tongue in the world of business communication. “Globish is the effect of the disassociation of English from its colonial heritage and its new status as an international languageˮ (Cerdeño 2010: 19).

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Standardized and non-standardized approach When a company introduces its product into a new country, it opts either for a standardized or a non-standardized approach. In a standardized, or global approach, the same marketing plan is used in all the nations where a firm advertises. In a nonstandardized approach, a firm considers particular needs of all the regions. (Baumgardner 2008: 25). When

a

certain

region

requires

an

adaptation

because

of

potential

misunderstanding or even culture clash, advertisers take steps to adjust the marketing plan for special needs of the particular area. Apart from renaming the brand names to avoid negative connotations, companies also change their campaigns to appeal more to the local people or to simplify the pronunciation. For example, in Mexico, Kellog’s Corn Flakes is translated to Kellog’s Zucaritas (Baumgardner 2008: 25). As regards a tailor-made campaign, again in Mexico, Coca-Cola launched a special edition of bottles representing each one of the 31 states of Mexico to celebrate Mexico‟s Independence Bicentenary.1 Image purposes However, as Baumgardner (2008: 25) argues, companies often prefer a global approach for image purposes, not only to cut down the costs. Brand names and slogans used in advertising campaigns remain without changes for the sake of maintaining a global and unique image all around the world. Such an example is the slogan of McDonald’s – I’m lovin’ it. The campaign slogan was launched in 2003 in Munich, Germany. An overwhelming majority of countries in which McDonald’s operates did

1

http://cabosanlucasnet.blogspot.cz/2010/04/coca-cola-celebrates-mexicos.html

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not translate the slogan. It was their first global campaign “and was aimed at retaining their customers around the world and define a brand positioningˮ.2 Hence, in the majority of cases, English dominates the area of advertising and confirms its global status. A marketing strategy, therefore, seeks both to cut down the costs and to create an attractive image. 3.1.2 Language fetish CS and CM in advertising use language as a tool in order to promote an image, too. The idea by Kristiansen and Eckert that language is “both a maker and a marker of social identityˮ explains the desire of advertisers to mark their product by adding some foreign words which denote values attached to a particular language (Cerdeño 2010: 2). Baumgardner (2008: 24) in his research lists various terms for using a foreign language rather for its connotational than denotational value. There is noticeable diversity in the opinions of authors. Haarmann‟s term “ethnosymbolic valueˮ describes a symbolic character of language which transmits the beliefs of a certain country. Kelly-Holmes labels this functions as the “language fetishˮ. The term points to the transformation of language into an object which has lost its communicative function. Eastman and Stein refer to the use of language in this capacity as “language displayˮ. Smith labels the frequent use of English as “showing offˮ emphasizing the desire of advertisers to create a sense of superiority. Even though English does not convey the concrete image of a particular country, as it has been shown above, due to its global image, it is associated with values such as technological advancement, innovation, creativity, sophistication or entertaiment (Cerdeño 2010: 4). In a similar manner, other languages convey particular associations:

2

http://www.lexiophiles.com/english/im-lovin-it-slogans-around-the-world

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French evokes elegance, sophistication, refinement and fashion; Italian evokes tasty cuisine and sporty elegance; German is a synonym of a good quality and prestige (Bulawka 2006: 2). Nevertheless, these stereotypes are not always positive. For example, Bhatia reports that “French and Hindi are sometimes chosen over English to promote the idea of tradition and reliability, as the use of English in Indian advertising could convey the idea of shallowness often associated with westernizationˮ (In Martin 1998: 163). Similarly, in Mexican food advertising English tends to be avoided because the companies rather stick to the Spanish language to promote the idea of the traditional Mexican cousine. To illustrate the stereotypes attached to the English language, Kachru (1986: 121-140) provides a list of positive and negative associations. Positive

Negative

National identity

Anti-nationalism

Literary renaissance

Anti-native culture

Cultural mirror for native cultures

Materialism

Modernization

Westernization

Liberalism

Rootlessness

Universalism

Ethocentricism

Technology

Permissiveness

Science

Divisiveness

Mobility

Alienation

Access code

For understanding the main idea of code-switched or code-mixed messages in advertising, at least a basic knowledge of a particular language is necessary. If English words are overused and target audience considers the words unfamiliar, the 15

advertisement might be deemed frustrating and inappropriate. Despite lack of understanding, the same situation might create an effect of a desired product, even though the people from the lower classes are not able to buy it. Still, they will feel attracted to it and their desire will strenghten the whole impression of prestige (Baumgardner 2006: 259). 3.1.3 Homonymy, homophony, and worplay Apart from conveying a certain image of superiority or modernity, English serves also as a source of rhyming, puns, humor and alliteration. All these entertain consumers and make an advertisement less intrusive. Puns are often categorised as follows: homophones, homonyms, and homographs. Homophones are words with the same sound but different spelling and meaning. Homonyms are two words that have the same sound and spelling but their meanings are different. Homographs are words with the same spelling but different sound and meaning (Okada 2012: 164.) Apart from homonymy, another example of a sense relation is polysemy. Polysemy refers to the different, yet still semantically related meanings conveyed by the same word. These linguistic features are the source of puns which are widely used as the attention-seeking devices in a marketing strategy. Employing the English words in nonEnglish advertising, the advertisement might take advantage of the opportunities that the English language offers. The puns that operate on the vocabulary level of English and the other language are produced when pairs of words consist of one English and one non-English word. Not only the language but also well-chosen music is a persuasive tool as well. Since background music makes the advertisement more enjoyable or even artistic, the 16

viewer might be attracted and, thus, pays more attention. In terms of written slogans, language can substitute for music. As English words are short, maintaining a rhythmic pattern is quite easy and the language of the ad itself contributes to the melodious impression. Additionally, sounds play their part in the creation of meaning. This is what Goddard calls “sound symbolismˮ, sounds are associated with particular ideas (Goddard 2002: 63). Goddard illustrates it providing an example of brand names of particular product types. For example, fricatives as f,v,sh are often present in brand names of household cleaners – Flash, Frish, and the older Vim (Goddard 2002: 64). In general, words from the basic vocabulary, which sound familiar even to people without deeper knowledge of the English language, are used in slogans and brand names as a means of wordplay, be it a phonetic or a semantic one. Futhermore, sounds and rhythm strenghten the originality and hence create a characteristic advertisement, one that is easy to remember and associate with a product or a company. 3.1.4 Lexical gap Foreign words also fill in a lexical gap. For example, an English word or phrase is used where the original language could not serve. Therefore, boundaries between borrowings and code-mixing are rather vague. The primary focus of the thesis is to analyse the advertisements in which code-switched and code-mixed messages were used for the purpose of conveying a certain image or impression. Hence, the examples of employing second language when there are no equivalents in the target language are not part of the set of advertising slogans in this work.

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3.2 CS and CM as a persuasive tool in bilingual communities While in monolingual communities CS and CM in advertising work with stereotypes or wordplay, when it comes to the bilingual community these linguistic techniques are closely related to audience‟s environment. Since CS and CM are communicative strategies employed in everyday conversations, bilinguals associate switching with a place where they code-switch themselves. As stated above, CS and CM convey both positive and negative meanings. Therefore, if CS is considered inappropriate by consumers, a disapproving reaction is triggered instead of the desired effect. 3.2.1 Psycholinguistic and sociolinguistic perspective In their article, Luna and Peracchio (2005) focus mainly on bilingual consumers. They provide models and concepts that explain the influence of CS and CM on the cognitive processing of the advertising text. Futhermore, their research illustrates a link between CS and a successul advertising campaign. Markedness and salience The linguistic term markedness is analogous to salience. The definition provided by Fiske and Taylor (1984) explains that “an object or part of message is salient when it stands out from its immediate context, from the perceiver‟s prior experience or expectations, or from other foci of attentionˮ. Luna and Peracchio, thus, suggest that when one word is switched to a different language, that word becomes salient (Luna, Peracchio 2005: 45). Hence, such a word gets the attention of the reader. The Elaboration likelihood model The analyses carried out to examine if code-switched or code-mixed messages have any persuasive effect on consumers show that this strategy influences the 18

processing of the message more than the overall attitude to a particular product (Nerghes 2011: 4). In other words, an element which becomes salient makes the reader process the information more thoroughly. This can work both ways, however. If an advertisement itself is well-prepared and uses strong arguments, the impact will be strenghtened. On the other hand, if a message is weak, the impression will be even more negative. This hypothesis is based on the Elaboration likelihood model. The model of Petty and Cacioppo (1986) suggests two distinct routes to persuasion, the central route and the peripheral route. The central route is effortful thinking about the arguments given in the advertisement. The second route is the peripheral route and occurs when the receiver of a message is not fully engaged in the context ( In Nerghes 2011: 15). The hypothesis of the study of Nerghes is that code-switching functions as a variable that increases a person‟s motivation to evaluate the presented message. The participant‟s attention is drawn to carefully scrutinize the advertisement (Nerghes 2011: 16). Thus, it might be suggested that adding English words to advertisements is not only a strategy of obtaining a specific image but also of increasing the elaboration likelihood. However, apart from a salient word which enhances the thinking process, strong persuasive arguments must be provided. Activating language schemas through markedness The language scheme is defined as “sets of features or associations linked to a particular language including individual‟s perceptions about the kind of people that speak a certain language, the situations and occassions when that language can be chosen, the topics for which the language is better suited, beliefs of how language may be perceived by others, and the meanings that may be communicated by choosing that languageˮ (Luna & Peracchio 2005: 45). When an advertisement begins in French, a 19

French schema is activated. Later, if a word is switched to English, such a word becomes salient and consumers activate a set of features associated with the English language. Thus, in Grosjean‟s terminology of majority and minority language, the majority languages tend to be associated with more positive features than minority languages, resulting in positive majority-language schemas and negative minoritylanguage schemas (Grosjean 1982). Code-switching direction effect The important factor for the evaluation of a code-switched message is the direction of switching. As it is argued by Luna and Peracchio, minority-to-majority messages have persuasion superiority over majority-to-minority messages. This phenomenon is called the code-switching direction effect (Luna and Peracchio 2005: 46). The explanation of this effect is that “the negative attitudes of the majority group toward the group without power and prestige are adopted in part or whole by the minority group, and are often amplied to such an extent that members of the minority group hold even more negative attitudes toward their own group than the attitudes held by the majority groupˮ (Luna and Peracchio 2005: 46). Therefore, when a salient word is in minority-language, minority-language schema is activated and negative associations are triggered. Positive or negative reactions are not entirely based on the direction of switches. What determines the evaluations is the attitude toward codeswitching in general. 3.2.2 Structural perspective

The study of Luna and Peracchio (2005) dedicated to the persuasiveness of CS and CM in advertising reveals that another factor influencing the perception is linguistic correctness. The analysis extends Myers-Scotton‟s 1995 model of code switching and identifies situations in which linguistic rules have a greater impact on persuasion. While 20

their previous research examined the sociolinguistic factors on CS persuasiveness, this article focuses on the linguistic constraints governing CS. The Matrix Language Frame model According to the model of Myers-Scotton (1995), in a code-switched message a language in which the most of the text is written is determined to be the matrix language (ML). The embedded language (EL) is the one into which a speaker chooses to switch. The example of the Latina magazine is provided to demonstrate a code-switching strategy in advertising. This magazine targets particularly American Latino women and is written in English with some switches to Spanish. In regards to advertising, it works on the same basis. The choice of which words to code-switch is governed by the morphemes contained in the text (Luna and Peracchio 2005: 417). The frame for an utterance is formed by a particular type of morpheme called the system morpheme. “System morphemes are elements of speech that serve as the glue between the different elements and indicate relationships among themˮ (Luna and Peracchio 2005: 417). Since system morphemes set the frame of utterances, they must come from the matrix language, and not from the embedded language. The morpheme order principle According to the MLF model, “the sequential order of the morphemes within a code-switched utterance must follow the order of the matrix language, not the order of the embedded languageˮ (Luna and Peracchio 2005: 417). This principle is applied when in a code-switched message there are two languages with different ordering, for example, English and Spanish. In English, nouns generally come after adjectives as in “black shirtˮ. In Spanish, the word order works the other way round, so it would be 21

“shirt blackˮ. Therefore, when the matrix language is English, the correct switch is „black camisa‟, not as „camisa black‟ (Luna and Peracchio 2005: 417). The Embedded Language (EL) Island hypothesis When a system morpheme is formulated in the embedded language, such switch is considered incorrect. However, mistakes of this kind do occur, especially when the words sound similar. For instance, the Spanish preposition en substitutes the English preposition “inˮ. In such a case, the EL island must be formed. An EL island is a full phrase in the embedded language that follows the EL grammatical rules. In other words, it is a phrase that functions as a self-contained EL island formed within the matrix language utterance. Hence, when a speaker starts a sentence “John lives en...ˮ it must be completed as “John lives en una casaˮ (Luna and Peracchio 2005: 418).

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4. CODE-SWITCHED ADVERTISEMENTS Examples of authentic CS in advertising were not found in great numbers. The advertisements which employed CM strategy were more frequent. This can be explained by lack of knowledge of English among consumers and, thus, the inability to understand the whole phrase written in English. Still, even in examples from the set of advertisements used in the thesis, the English phrases are neither long nor complicated. The pools of the future! ....algo nuevo bajo el sol.3 [...something new under the sun] This slogan appeared in Mexico. Hidromax, the seller of pools, used an opening sentence in English and then a reference to the Book of Ecclesiastes from the Bible in Spanish. Right from the beginning, the reader is attracted by a simple English sentence which does not contain difficult vocabulary. It can be assumed that the reader is able to understand it. There is a link between the word “futureˮ and the English language. As it has been already stated, advertisers seek to create an image of superiority or advancement. In this particular case, the aim is to allude to the future. Therefore, the English language losts its communicative value and it functions as a symbol. The second sentence is a reaction to the verse from the Ecclesiastes which says that there is nothing new under the sun. The advertisement contradicts the Bible saying. There is, indeed, something new under the sun – the pools from Hidromax. The slogan is the example of an intersentential switch because it occurs on the boundary between two sentences.

3

Baumgardner, R.J. (2006). The appeal of English in Mexican commerce, 254

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While other people are reading their morning paper at Heathrow können Sie die Zeitung in Hamburg lesen. 4 [...you can read your paper in Hamburg] In this case, the language is switched halfway through the sentence. The slogan begins in English while the main clause is in German performing an intersentential switch. The function of switching is to address only a particular group of readers, that is the business people speaking German. Futhermore, via switching, British Airways claim they know exactly what their clients want – to enjoy reading their morning paper on business travel. Si buscas sentirse sofisticada, think about pink. Mary Kay.5 [If you seek to feel sophisticated, think about pink.] The first half of the slogan appears in very small print, whereas the second part in English is written in much bigger print. Obviously, the attention is directed to the English intersentential switch. Mary Kay Cosmetics with its founder Mary Kay Ash as one of the most influential businesswomen in history can really afford to be associated with sophistication. This claim is even highlighted with the use of English in the second and much more distinct part. In addition, “think about pinkˮ is a short phrase consisting of three words, one syllable long each, which create a regular pattern. Moreover, the words “thinkˮ and “pinkˮ rhyme with one another and they, thus, constitute rhythmic unit.

4

Goddard, A. (2002). The language of advertising. London: Routledge, 29

5

Cerdeño, T.G. (2010). The use of foreign words as a persuasive tool in marketing discourse: the cultural stereotype of global English in Spanish print advertising.

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In the video commercial for Toyota Hybrid6, a small boy askes his father why they have a hybrid vehicle. The father responds with slight Spanish accent – “for your futureˮ – and explains to his son how the car functions. “We spend less because it runs on gas and electrical power. Mira, mira aquí [look, look here]. It uses both.ˮ “Like you, with English and Spanish.ˮ “¡Sí!ˮ [Yes!] “And why did you learn English?ˮ “For your future.ˮ The dialogue itself both demonstrates and refers to CS. This is the reason why this video has been chosen to be part of the selected advertisements. Again, the word “futureˮ is mentioned in a direct reference to learning the English language for the future of the offspring.

6http://www.youtube.com/watch?v=2zqPcAcAlr4

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5. CODE-MIXED ADVERTISEMENTS As stated previously, slogans in advertisements do not necessarilly reflect an actual utterance that can be heard in a bilingual community. The most important aspect of an advert is getting the attention. Thus, code-mixed messages do not follow language rules strictly, they rather use the surprising linguistic behaviour as a “code playˮ. Cook defines code play as “focusing attention upon the substance and means of communication, rather than using these only to refer to the world. At the textual level they play with the sounds and rhythms, meaning and grammatical patterns of languageˮ (Cook 1951: 226). In the context of code-mixed advertising, code play is based on vocabulary, grammar, or syntax of two or more languages, sometimes even merging into one another. This strategy is applied for the purpose of originality, outstanding image, and creativity. Un magazine qui a de text-appeal. 7 [A magazine with a text-appeal] This advertisement for Femme magazine makes a reference to the word “sexappealˮ, i.e. the quality of being sexually attractive. The pun elaborates on a phonetic resemblance between the words “textˮ and “sexˮ. CM transmits the message that the magazine is both attractive for women and worth reading. Hitburger: le plus hit des burgers. 8 [Hitburger: the greatest hit among burgers] Both the brand name and the slogan use the English word “hitˮ, which refers to something successful and popular. In the slogan, “hitˮ substitutes “hamˮ. The change is

7

Martin, E. (1998). The use of English in written French advertising: a study of code-switching, codemixing, and borrowing in a commercial context, 176. 8

Martin, E. (1998). The use of English in written French advertising: a study of code-switching, codemixing, and borrowing in a commercial context, 175.

26

noticeable and triggers a suprised reaction. Mixing the English word into the French sentence makes a reference both to success and the offered meal. The word “burgersˮ in this sentence functions as borrowing and fills a lexical gap. Más food, less dinero. 9 [More food, less money] This slogan consisting of just four words communicates a simple message “more food, less moneyˮ. Yet, its originality is based on mixing English and Spanish. The comprehension is assured because of interchanging the words in such a way that the meaning can be guessed. If the reader is not quite sure about the word más he or she will certainly get the meaning after finishing the whole sentence. Quand j‟entends le mot traffic, je sors mon automatic. 10 [When I hear the word traffic I pull out my automatic.] The Peugeot advertisement employs the English words “trafficˮ and “automaticˮ in accordance with their English meaning and in line with their spelling. In English, as well as in French, both words are associated with two different contexts. Hence, the slogan can be interpreted in two ways. The speaker might be a person who prefers to drive with automatic transmission or a gangster who is quick to pull out his automatic gun. Martin suggests that the English words emphasize the “gangsterˮ interpretation due to American films which were quite popular in Europe and thus convey a humorous double entendre (Martin 1998: 176).

9


10

Martin, E. (1998). The use of English in written French advertising: a study of code-switching, codemixing, and borrowing in a commercial context, 176

27

Stop in queso emergency!11 [Stop in case of emergency] A fast food restaurant invites customers to stop in queso emergency. This linguistically amusing phrase is based on similarity between the phonetical realization of the unit “case ofˮ and the way in which the Americans tend to pronounce the Spanish word for cheese el queso. Hence, the slogan is funny because of treating hunger as a case of emergency and for its ingenious phonetic pun. Free shoesez-vous.12 [Put on some Free shoes.] When addressing the audience, the advertisement for Free shoes uses imperative to suggest trying the shoes on. What is interesting about this slogan is that the English noun “shoeˮ is blended not only into the French vocabulary but also into the grammatical pattern of French. The noun is converted into a verb with a French suffix to mark the imperative form.

5.1 Popular songs What advertisers want to achieve is to make an advertisement easy to remember. This is the reason why popular melodies or tunes are quite common when promoting a new product. The ad is just building on ideas which have already been proven successful.

11


12


28

Don‟t forget la toalla cuando go to le playa!13 [Don’t forget your towel when you go to the beach] The airline Vueling offers special offers for the summer. This slogan is based on a famous Spanish song popular in the late 80s No te olvides la toalla cuando vayas a la playa. The song itself is rather simple-minded and stands for a careless summer mood. The effect is humorous also because of mixing the English words and the French article into a purely Spanish context. The deviation is on the syntactic level. It‟s raining points. Aleluya!14 Another example from Vueling advertising is the slogan with a phrase from lyrics of a popular song It’s Raining Men in which Vueling is advertising its frequent flyer points programme. The advertisement has deviated language rules on the lexical level. The noun “menˮ has been replaced with the noun “pointsˮ in English. The English “hallelujahˮ has been adopted to its Spanish version though. Let‟s truites again!15[Let’s go fishing for trout again.] The advertisement of a French tourist agency invites their clients to Wales. The French word truites means “troutˮ so the slogan means “Let‟s go trout fishing again!ˮ. The word truites sounds quite close to the English “twistˮ which turns this slogan into a reference to a popular song from the late 50s and early 60s Let’s Twist Again. According to Martin, the advertisement targets exactly the middle-aged clientele who is thought to be familiar with the song (Martin 1998: 178).

13

Vizcaíno, M.J.G. (2011). Humor in code-mixed airline advertising,156

14

Vizcaíno, M.J.G. (2011). Humor in code-mixed airline advertising,157

15


29

Vive la vida vueling!16 [Live the Vueling life!] Vueling is inviting their customers to enjoy a travelling lifestyle. The playful slogan reminds the reader of a song by Ricky Martin Livin’ la vida loca. It is also an example of alliteration based on the repetition of the consonant “vˮ. As Vizcaíno affirms, this slogan “infuses a seize-of-the-moment philosophy among consumersˮ (Vizcaíno 2011: 162). The song itself suggests this idea and Vueling uses it to attract the people to travel with them.

5.2 Idioms Idiomatic expressions are present in everyday communication and many native speakers enjoy using them. Martin (1998: 178) agrees with this statement as she claims that “it is one of the greatest joy of the French people, and, indeed, of many other cultures.ˮ On the other hand, lack of understanding the idioms reveals a low level of learner‟s knowledge. When used in an appropriate way, idioms are a strong tool of success. Advertisers who correctly manage to combine idiomatic expressions and CM thus demonstrate a smart way of advertising. From Madrid to the sky!17 [From Madrid to heaven!] De Madrid al cielo, “from Madrid to heavenˮ, is a popular expression that means that there is no other place like Madrid, except heaven. The Spanish word el cielo stands both for “skyˮ and “heavenˮ. Therefore, when “skyˮ appears in the slogan it creates a smart double meaning with a reference to flying from Madrid. Furthermore, another humorous element is the fact that the saying which originally praises Madrid is now written in English and encourages Spaniards to fly from Madrid somewhere else.

16 17

Vizcaíno, M.J.G. (2011). Humor in code-mixed airline advertising, 162 Vizcaíno, M.J.G. (2011). Humor in code-mixed airline advertising, 152

30

In spring quien corre, fly.18 [In spring he/she who runs, flies.] This proverb is the Spanish equivalent of “the early bird gets the wormˮ. However, it originally says that “he/she who does not run, fliesˮ. The slogan was adapted to suit the intention of the advertiser. A customer who hurries to book his flight in the spring advertising campaign will get the tickets before they are sold out. Vizcaíno (2001: 154) also emphasize that a grammar mistake when “flyˮ is used instead of “fliesˮ is made for the purpose of replicating the errors which the Spanish speakers of English tend to commit. 5.3 Alliterations,

repetition, and homophony

Repetition of words, alliteration and rhymes are an important element in slogans. When rhymed, a brand name or slogan is catchy and remembered. Apart from other functions, English as the language which operates with short words is used in nonanglophone advertising for its phonological and creative potential. Les hommes préfèrent les femmes au Lee.19 [Men prefer women in Lee’] The American jean company Lee relied on wordplay in their slogan. The pun is based on the same pronunciation of the French word lit which means “bedˮ and the trademark Lee. These two words are homophones. In such a way, the slogan helps French speakers guess the proper pronunciation of Lee. Futhermore, the advertisement “creates a seductive undertoneˮ and humorous pun (Martin 1998: 177).

18

Vizcaíno, M.J.G. (2011). Humor in code-mixed airline advertising, 154 Martin, E. (1998). The use of English in written French advertising: a study of code-switching, codemixing, and borrowing in a commercial context, 176 19

31

Oh, cuanta eau!20 [Wow how much water!] This slogan promotes the flights to Venice. The French noun eau [water] was chosen in accordance with the Spanish interjection oh to form a homophonous couple. The slogan expresses admiration for the canals of Venice. Vizcaíno (2001: 161) states that those who are proficient in French and catch on to the rhyme will feel “a sense of accomplishment that makes the ad even more effective.ˮ Yes, weekend!21 Spanish mobile phone operator Movistar got inspired by Barack Obama‟s tag Yes, we can! to promote their special offer; free phone calls during weekends. The word “weekendˮ has entered the vocabulary of some foreign languages, however, the Spanish equivalent is el fin de semana. Nevertheless, for Spanish speakers the word “weekendˮ is not unfamiliar and they are able to notice the reference to the political slogan, too. You can. Canon.22 Wordplay is based on similarity between the verb and the brand name, thus, stressing individual‟s capacities. The slogan is very simple, no deep knowledge of English is needed. In fact, it sounds quite well even though the meaning is not understood. Still, alliteration is appreciated.

20

Vizcaíno, M.J.G. (2011). Humor in code-mixed airline advertising, 165 http://e-global.es/b2b-blog/2009/06/15/promocion-verano-movistar-yes-week-end-para-llamar-gratisfines-de-semana-anuncio-de-television/ 21

22

Cerdeño, T.G. (2010). The use of foreign words as a persuasive tool in marketing discourse: the cultural stereotype of global English in Spanish print advertising, 44

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Buvez l‟Amérique à pleine Bush; Bush la bière de hommes de l‟Ouest.23 [Drink in America with intense pleasure. Bush, the western men’s beer.] As it has been stated in Martin, French people enjoy using idiomatic expressions in everyday conversations. The French “are proud of the phonological flexibility of their language and they enjoy manipulating it for humorous effectsˮ (Martin 1998: 178). Therefore, this advertisement for the Bush beer must have been quite popular since it elaborates on the same pronunciation of the French word for mouth bouche and the name of the former American president Bush. You see what I mine. (Vous voyez ce que je veux dear.)24 [You see what I mean.] This slogan for Stylomines pens and pencils, again, leads the French speaker to pronounce English words correctly. In the first part, the sentence is in English with the French word mine at the end which is pronounced in the same way as an intended English word “meanˮ. The second part is the translation of the first sentence. Similarly, the English word “dearˮ is pronounced like the intended dire. The pun is, however, that the French word mine, apart from other meanings, means the lead of a pencil.

23

Martin, E. (1998). The use of English in written French advertising: a study of code-switching, codemixing, and borrowing in a commercial context, 179 24


33

Oui, je swatch. En smoking, talking, dancing mais sans darling.25 [Yes, I wear my swatch. Dressed in a tuxedo, talking, dancing, but not without my darling.] In this slogan, the words change their categories. The brand name Swatch becomes a verb, the English participle “smokingˮ becomes a noun which means tuxedo in French. Futhermore, en talking and en dancing mean “while talking and dancingˮ. Finally, the noun “darlingˮ, which was probably imported by English-speaking soldiers during World War II, creates the rhyme (Martin 1998: 178). Je suis Well. Collant Well. Bien at belle. 26 [I look great. Well stockings. Nice and beautiful.] Another example of how the French can guess the proper pronunciation is provided in the advertisement for Well Stocking. The brand name rhymes with the French word belle at the end. The only feature which stays unclear is the pronunciation of English consonant “wˮ. Hence, it is probable that the product will be refered to both as Well and Vell (Martin 1998: 179).

25

Martin, E. (1998). The use of English in written French advertising: a study of code-switching, codemixing, and borrowing in a commercial context, 177 26


34

6. STATEMENTS OF THE COMPANIES There are companies that consider employing English in their advertising strategy as a key element of their image. In the following interviews, staff members justify their choice to use CS and CM in their campaigns.

6.1 Boots To gauge the importance of the use of English in Mexican advertising, Baumgardner conducted interviews with two staff members of Cigarrera La Moderna, the maker of Boots cigarrettes (Baumgardner 2006: 259). The main question was why English was used in their advetisements and product names, and whether or not they had obtained the results they had expected. The staff replied that one of the main reasons is that English is a global language. Thus the product has a greater opportunity to become known. The second reason is using identical advertisements in different countries. Finally, they assumed that English helps to persuade people to buy their product. “The Mexican culture believes that if a product has a foreign label, specifically English, it will automatically be superior to a Mexican product. Although Boots is a national brand, people think it is international, and so they but itˮ. The interview was concluded by a confirmation that the company had obtained better results that they had initially expected (Baumgardner 2006: 260). Boots provides the example of various features of CS and CM in advertising which have been already mentioned. The American image was chosen to ascribe the product superior value and also to advertise in other countries.

35

6.2 Vueling Already mentioned in the analysis, the advertising campaign of the airline Vueling is based on code-mixed advertisements. As Cerdeño puts it, “it is one of the hallmark of Vueling‟s identityˮ (Cerdeño 2010: 36). The airline defines itself on the webpage: “Nonconformism differentiates us.ˮ27 “Young, fresh and friendly imageˮ, Cerdeño claims, is in a great part conveyed by mixing English and Spanish. Enric Miró, marketing director of the airline, comments on their language of advertising: “The combination of language in our creativity is only a part of our communication code. The truth is that Vueling was born with the idea of being different from the other airlines in Spain to the moment. Our potential clients must perceive this target, translated in the services we offer, even before trying us out. For this reason, we decided to break with the classic communication code in traditional airlines and start being different from the very first moment we got in touch with the clientˮ.28 Vizcaíno (2011: 151) emphasizes that Vueling was the first airline which used humor in advertising. As Kane (1998) puts it, “flying is a very serious matter. It means taking a risk since people‟s lives are at stake, a great difference between advertising products such as perfumes or watches and a service such as an airline company.ˮ Nevertheless, Vueling has gained success with a new and original approach towards transport advertising.

7. NEGATIVE EFFECTS OF SHIFTS IN MEANING Getting in contact with foreign languages in advertising might be a way how to create a global, attractive and desired image. However, this area brings about potential 27

http://www.vueling.com/en/we-are-vueling/us/our-dna/

28

Comunicas? Revista de tendencias en comunicación. (36)

36

pitfalls. To create a good advertisement, knowledge of the particular culture is of key importance. Success of the advertisement is not entirely based on the language translation. The whole concept should be the well-thought-out strategy which avoids any kind of failure. Ignoring slight shifts in the meaning or producing translations which have other connotations, advertisers could expect difficulties, if not outright negative evaluation. If there is not another source listed, the slogans were retrieved from the collection of wrong translations.29 When it comes to tailoring an advertisement to the local needs, the term “copy adaptationˮ is used. It stands for adapting the text to fit the culture of its targeted group. A good advertising copy is not based on the simple verbal translation. It is about “encoding the right conceptsˮ which vary from culture to culture (Goddard 2002: 60).

7.1 Form The interesting instance of not very thorough campaign is provided by some companies when advertising in the Middle East. The assumption that no changes were needed, except for a verbal translation, proved to be not true. Since Arabic script operates from right to left, this is the way the readers read. Therefore, when a large soap powder manufacturer, who advertised in the Middle East, was offering to “turn the clothes from snowy white to grimmy

greyˮ was surprised the sales were rather

disappointing (Goddard 2002: 59). The same difficulty occured when a Swedish company promoted their remedy for upset stomach Samarin. In this particular case, what provoked the misunderstanding was not the text. The advertisement used comic strips. In the first picture, there was a man looking sick, grasping his stomach. In the second one, he drank a glass of 29

http://www.i18nguy.com/translations.html

37

Samarin and in the last picture he was smiling. Simple and easy to get the point, the ad was a success in Europe. However, when read from right to left in Arabic-speaking newspapers, the feedback was not that positive.

7.2 Brand names Car companies are notorious for naming their products with inappropriate names which in other languages signify taboo words. Rolls Royce’s Silver Mist had to change its name before entering Germany to Silver Shadow – a word mist means an excrement in German. The same problem occured in France as well with Toyota MR2. When pronounced, the abbreviation sounds like the French word merde for “shitˮ. Hispanic countries appear to be a hard nut to crack when it comes to choosing an appropriate name. Mazda’s Laputa was supposed to make reference to the island Laputa in Gulliver‟s Travels but in Spanish-speaking countries the name evokes the Spanish word for a prostitute – la puta. Nissan’s minivan Moco did not do well in Chile either. Especially green ones. The car had to be renamed since the word el moco is the Spanish word for mucus. Another car that had to be renamed in Spanish-speaking markets was Mitsubishi Pajero which is the vulgar term for masturbating man. Well-known example is also Vauxhall Nova. Probably, the company was not aware of the fact that in Spanish no va means “it won‟t goˮ.

7.3 Problematic English slogans and brand names Surprisingly enough, the English language from time to time causes difficulties as well. Even though it is a world-wide spoken language, some instances of clumsy brand names or wrong translations can be traced.

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7.3.1 Symbols Port Wallhamn, a Swedish port, used for their logo “wˮ and an anchor. British workers were not quite happy they had to wear the logo which easily can be read as “wankerˮ. Again in Sweden, a company with the name Locum wanted to send their customers Christmas cards with a reference to love and peace which this holiday represents. They decided to substitute a little heart for the letter “oˮ. Since the lowercase “Lˮ can be easily misunderstood as the “Iˮ, the Christmas card message was saying “I love cumˮ. 7.3.2 Slogans Consumers are not only influenced by the names of companies. Well-chosen and catchy slogans also play an important role in the remembering process. Nevertheless, unfortunate phrases and double meanings are present in slogans as well. The slogan of Electrolux, the

Scandinavian vacuum

manufacturer, “Nothing sucks

like

an

Electroluxˮ30 was not very rewarding. Strange as it may seem, misuderstandings do not occur only between non-English speakers and English-speaking countries. Different pronunciation, dialects, idioms, and cultural phenomena give birth to awkward advertisements in the US and also in Britain. A slogan “Orange juice. It gets your pecker upˮ31 is based upon a perfectly harmless British idiom – keep your pecker up – which is used to encourage someone to be happy in a difficult situation. Unlike in the US, it has no other connotations. Another example of the fact that certain phrases in advertising slogans might not suit the needs is a slogan of Reed Business News – “If it‟s news to you, it‟s news to us.ˮ The slogan was changed after a couple of days. 30

http://www.spada.co.uk/10-of-the-best-advertising-slogans-in-the-world-feature-three/ http://www.think-magazine.com/culture/33-communications/92-globalization-bites-the-waxtadpole.html 31

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The American computer company Wang did underestimate British pronunciation when they launched their new slogan – “Wang Caresˮ. The Americans were unaware that the motto sounded too close to “wankersˮ in British English. As regards the cultural concepts, before entering Northern Ireland the mobile phone operator Orange had to change its famous slogan – “The future‟s bright, the future‟s Orangeˮ in order not to convey an unintentional political meaning with reference to the Orange Order, Prostestant organization (Goddard 2002: 63).

8. POSITIVE EFFECTS OF SHIFTS IN MEANING Reportedly, some companies upon finding out what their brand names or slogan actually mean profited from the advertisement that got them the attention. Moreover, there are some cases in which a controversial name or slogan was used on purpose and thus an interesting marketing plan was launched. The famous example of shock advertising is French Connection’s acronym “fcukˮ. The acronym was very popular among the youth and French Connection produced a range of t-shirts with messages such as “fcuk like a bunnyˮ, “fcuk fashionˮ, “fcuk advertisingˮ, or “fcuk for Englandˮ.32 On the other hand, French Connection had to confront the controversy that the slogan did cause for its allegedly offensive character. However, lawyers for French Connection argued “fcuk was simply a lighthearted play on wordsˮ. Although it was censured on a number of occasions by the Advertising Standards Agency, sales and profits initially soared.33

32

http://www.guardian.co.uk/business/2011/mar/13/french-connection-baffling-adverts

33

http://www.guardian.co.uk/media/2005/dec/21/marketingandpr.advertising

40

Eventually, the effect of the acronym wore off and the company after successful years of advertising stopped using it. The logo was created in 1997 by Trevor Beattie aftert he noticed that fcuk was used as shorthand for the company in internal memos.34 Pizza Hut also opted for an abbreviation and named its product P’Zone. In Spanish, the name is pronounced el pezón which means “nippleˮ. However, Pizza Hut PR dept. in Texas claimed they had known about it before.35 Apparently, the product and the slogan with its end tagline “grab a P’Zoneˮ was welcome among consumers. After the first failure with the translation of the brand name as “bite the wax tadpoleˮ, Coca-cola did very well in renaming its trademark. Once thoroughly researched Chinese characters, they found a phonetic equivalent “ko-kou-ko-leˮ which in Chinese means “happiness in the mouthˮ.

34 35

http://www.guardian.co.uk/media/2004/aug/16/advertising http://www.blogaholics.ca/archives/2008/05/the-pzone-sounds-like-pezon.html

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9. CONCLUSION The thesis illustrates CS and CM as persuasive strategies in advertising. These speech techniques are part of everyday communication among bilingual individuals; therefore, they have also penetrated into the area of advertising slogans. Even though it were the bilingual communities that have given birth to code-switched and code-mixed utterances, advertisers use this linguistic behaviour as an advertising technique in order to target monolinguals as well. Foreign words or phrases which appear in an advertisement written in a local language become salient, or marked, because they stand out of the context. The reader who notices such a unit is engaged in the processing of the message and feels motivated to discover the right meaning. On the other hand, CS and CM do not directly lead to a change in the attitude towards a product. Since a salient word only increases the motivation to evaluate the message, presenting strong arguments with CS and CM in advertising slogans is of key importance. As for advertising in monolingual communities, the analysis of the selected slogans has shown that the most frequent reason for using CS and CM is wordplay. English words are used for the sake of homonymy and homophony, also alliteration is quite common feature, too. The readers with at least a basic proficiency in the language understands the pun and, thus, feel satisfied. Hence, he or she is open to evaluate the message more thoroughly. Furthermore, advertisers want to ascribe additional values to their products, such as a sense of superiority or sophistication, which are transmitted via a foreign language. In these circumstances, a language is devoid of communicative function and it is rather used for its connotational than denotational value. The third

42

reason for mixing languages in advertising is to maintain a unique image in all countries where a company operates. Additionally, this approach serves to cut down the costs. Still, using CS and CM in advertising brings about potential pitfalls, too. Ignoring the linguistic theory which describes the perception of code-switched messages among bilinguals might deem an advertising campaign unsuccessful. For example, majority-to-minority switches are less persuasive than minority-to-majority switching. The overuse of foreign words, leaving the reader perplexed, is another difficulty of CS and CM. Moreover, misunderstandings are conveyed, too. When brand names remained unchanged or no adequate adaptations are used instead, a company risks that the name stands for an offensive or inappropriate word. These errors occur even in Anglophone advertising slogans as well. The main reason is underestimating linguistic varieties, pronunciation, and lack of cultural knowledge. The hypothesis that CS and CM serve as a persuasive tool in advertising has been proven by the fact that these techniques are sources of original, playful and attractive slogans. Consumers enjoy being entertained; therefore, they are more open to remember the slogan and the product. After a well-thought-out strategy, CS and CM are equally successful in targeting both monolingual and bilingual consumers.

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English Resumé This thesis deals with the phenomena of code-switching and code-mixing with a special focus on advertising. It analyzes the use of these techniques in order to produce a persuasive effect in both monolingual and multilingual communities. The theoretical part discusses the main structural and semantic features that make codeswitched or code-mixed messages successful in these two communities. The set of selected advertisements consists of written advertising slogans which are divided into two groups according to their structure in code-switched and codemixed advertisements. Since code-mixing is more frequent, this category is subsequently discussed in more detail, for example, in connection with songs, idioms, and homophony. In the last part of the thesis, positive and negative effects of shifts in meaning are discussed. These chapters confirm the hypothesis that foreign words which are not translated for the sake of image or originality in advertising are a good strategy only when cultural and linguistic aspects have been taken into consideration before.

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České resumé Tato bakalářská práce se zabývá fenomény “code-switching” (CS) a “codemixing” (CM) se zvláštním zaměřením na jazyk reklamy. Práce analyzuje použití těchto metod k přesvědčování konzumentů v jednojazyčných i dvojjazyčných komunitách. Teoretická část shrnuje hlavní formální a sémantické jevy, které ovlivňují úspěšnost reklamy využívající CS a CM v těchto dvou komunitách. Soubor zkoumaných reklam zahrnuje reklamní slogany využívající CS a CM. Jelikož se CM využívá častěji, tato kategorie je následně rozebrána detailněji v oblastech reklamních písní a idiomů. Dále jsou zkoumány reklamy z pohledu fonetických jevů a slovních hříček. Závěrečná část práce pojednává o pozitivních a negativních efektech posunu významu při překladu. Tyto kapitoly potvrzují hypotézu, že zachovaní původních cizích slov kvůli image a originalitě reklamy je dobré jen tehdy, pokud jsou náležitě zahrnuty kulturní a lingvistické zvyklosti dané země.

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