The use of linguistic tokenism to secure brand loyalty: code-switching practices in South African print advertising

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Periodical article

Title:	The use of linguistic tokenism to secure brand loyalty: code-switching practices in South African print advertising
Authors:	Conradie, Marthinus van Niekerk, Angelique
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]