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Code-switching as a persuasive device in South African advertising
Theisis (MA)--Stellenbosch University, 2016
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| Other Authors: | |
| Format: | Thesis |
| Language: | en_ZA |
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Stellenbosch : Stellenbosch University
2016
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| _version_ | 1867613791048433664 |
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| access_status_str | Open Access |
| author | Cowley, Jennali |
| author2 | Bernard, Taryn |
| author_browse | Bernard, Taryn Cowley, Jennali |
| author_facet | Bernard, Taryn Cowley, Jennali |
| author_sort | Cowley, Jennali |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Theisis (MA)--Stellenbosch University, 2016 |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/98633 |
| institution | Stellenbosch University (South Africa) |
| language | en_ZA |
| last_indexed | 2026-06-10T12:41:45.229Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2016 |
| publishDateRange | 2016 |
| publishDateSort | 2016 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/98633 Code-switching as a persuasive device in South African advertising Cowley, Jennali Bernard, Taryn Anthonissen, Christine Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of General Linguistics. Code switching (Linguistics) Multilingualism Advertising--Language Advertising--Social aspects UCTD Theisis (MA)--Stellenbosch University, 2016 ENGLISH ABSTRACT: Advertising is characterised by a particular type of language and language use which is structured to fulfil a particular purpose. The primary function of advertising language is to persuade consumers to purchase the advertised products or services (Morris 2005; Piller 2003; Fuertes-Olivera,Velasco-Sacristán, Arribas-Bano & Samaniego-Fernández 2001). In South Africa, a multilingual context, there are many instances where advertisers employ two or more languages in one advertisement. Prior research on code-switching in text advertisements has revealed that the context and the direction of the code-switched elements influence the way in which participants interpret the advertisement, and whether they have a positive or negative association with the brand (Bishop & Petersen 2010; Luna & Peracchio 2005). However, in these studies, the advertising text was isolated from the visual elements of the advertisement and analysed as an independent variable. Further, the researchers only investigated the perceptions participants had of the advertisements where they speak the languages featured in the text, but not those of other audiences with different language repertoires who might encounter the advertisement in real-world, multilingual contexts. This thesis presents the results of a study that was designed to investigate perceptions an actual audience has of Afrikaans-English code-switched advertisements amongst a group of diverse students at Stellenbosch University. Subsequent to a viewing of five print advertisements, an in-depth questionnaire was distributed to 99 participants in order to determine (1) the persuasive nature of Afrikaans-English code-switching, and (2) whether or not, in research which ultimately aims to uncover the persuasive features of advertisements, the advertising text can be studied in isolation from the visual elements. The findings reveal that while the two different groups of participants had similar perceptions of the advertisements and products, they all had fairly neutral and also negative perceptions of code-switching. This has implications for understandings and uses of code-switching in advertising, and the effects that it may have on consumers in multilingual contexts. Masters 2016-03-09T14:42:36Z 2016-03-09T14:42:36Z 2016-03 Thesis http://hdl.handle.net/10019.1/98633 en_ZA Stellenbosch University vi, 88 pages application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Code switching (Linguistics) Multilingualism Advertising--Language Advertising--Social aspects UCTD Cowley, Jennali Code-switching as a persuasive device in South African advertising |
| title | Code-switching as a persuasive device in South African advertising |
| title_full | Code-switching as a persuasive device in South African advertising |
| title_fullStr | Code-switching as a persuasive device in South African advertising |
| title_full_unstemmed | Code-switching as a persuasive device in South African advertising |
| title_short | Code-switching as a persuasive device in South African advertising |
| title_sort | code switching as a persuasive device in south african advertising |
| topic | Code switching (Linguistics) Multilingualism Advertising--Language Advertising--Social aspects UCTD |
| url | http://hdl.handle.net/10019.1/98633 |
| work_keys_str_mv | AT cowleyjennali codeswitchingasapersuasivedeviceinsouthafricanadvertising |