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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:The use of linguistic tokenism to secure brand loyalty: code-switching practices in South African print advertising
Authors:Conradie, Marthinus
van Niekerk, AngeliqueISNI
Year:2015
Periodical:Language Matters: Studies in the Languages of Africa (ISSN 1753-5395)
Volume:46
Issue:1
Pages:117-138
Language:English
Geographic term:South Africa
Subjects:advertising
codeswitching
External link:https://doi.org/10.1080/10228195.2014.981570
Abstract:Code-switching from English to other languages has become an established repertoire in English-dominated advertising in South Africa. Within this context, the authors analyse the use of code-switching in support of two advertising objectives: 1) establishing an audience-advertiser relationship, and 2) positioning consumers as having certain desires, beliefs and aspirations that should encourage brand affiliation. They argue that the deployment of code-switching in relation to these objectives assumes particular significance under modern consumerism, in which consumption is linked to the performance of identity. Focusing on print magazines, the results highlight a prominent difference between code-switching from English to Afrikaans, and English to indigenous South African languages. App., bibliogr., sum. [Journal abstract]
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