accadmic writing

2. Code-switching
The study of the perception of code-switching to English in
German advertising.
Explored by Anna V.Zhiganova volume 236, 14 Décembre 2016, Pages 225-
229 ,Elsevier journal

3. overview

5. Background of study:
Introduction
 Location: German.
 Participants: 153 German speaking
people aged 19-86.
 English inserted elements in German
advertisement.

6. Definitions of code switching
Is the use of more than
language , variety or
style by a speaker within
utterance, or between
different interlocutors or
situation
.(Romaine,1992)

7. Types of code switching
Itersentential switching
EX: sometimes I start a sentence in English y termino
en espanol. (and finish
it in Spanish)
Intrasentential switching
- I do not know o meo lugar messe mundo. (my place
in this world)
Tagged switching
- EX: It is a good movie ,deshou?
(right)

8.  functions OF CODE SWITCHING
Directive function.
Expressive function.
Referential.
Phatic function.
Poetic function.

9. Linguistics constraints
• Linguistics equivalence.
Ex) English=big house ,French=grande maison . The
possible switching (grande house, big masion)
• The matrix language frame.
Ex) ‫المعلمه‬‫كنسلت‬‫الدرس‬ (the teacher cancelled the class)
• Level of proficiency.

10.  Code switching to English is a typical
of adverts.
The image constructed and symbolic
value attached English inserted
elements in German advertisement.
Core value of study

11. LITERATURE REVIEW
Author Year Major finding
Piller 2003 Multilingualism becomes a major
phenomenon in the language of
advertising and will undoubtedly
continue to expand .
Schroder 1989 Advertisers use code switching to
attract people’s attention and
persuading them to act as consumers.
Martin 2010 Advertisements worldwide employ the
English language as a means of
addressing target audiences.
Bhatia 2004 The effectiveness of this technique
largely depends on what socio-
cultural concepts

12. Methodology
 Survey used to collect data
153 German speaking people.
Participants` choice of advertisement
depend on their attitudes.

13. Procedures
Distribution of survey on different ages.
Participants ask to reflect their attitudes towards the
advertising [ solar is future-willkommen in unserer
Gegenwar ! (solar is future-wellcome to our future) ].
Participants were given three choices of advertising.

14. Findings
Majority of the participants prefer the German
slogan.
Perception of the English-inserted elements is
negative.
It has evoked unpleasant associations connected
with the dominance of English.

15. Discussion
The presence of English words impacts the
advertisement in a negative way.
Code switching in advertisement confused old
people in Germany.

16. Conclusion
Ambiguous feeling towards using code switching in
advertisement.
Code switching is useful if it correlates with all the
components of the advertising message

17. References
. Piller, I. (2001). Identity construction in multilingual advertising.
Language in Society, 3 (2), 153-186.
Piller, I. (2003). Advertising as a site of language contact. Annual
Review of Applied Linguistics, 23, 170-183.
Holmes, J. (1992). An introduction to sociolinguistics. London:
Longman.
Martin, E. (2010). Language policy and multilingual advertising in
France. In H. Kelly-Holmes, and G. Mautner (Eds.), Language and
the market (pp. 83-95). Basingstoke and New York: Palgrave
MacMillan.
Vestergaard, T., and Schrøder, K. (1985). The language of
advertising. Oxford: Blackwell.
Poplack, S. (1979). Sometimes I‟ll Start a Sentence in Spanish Y
TERMINO EN ESPANOL: Toward a Typology of Code-Switching.
CENTRO Working Papers 4
Review of Romaine, Suzanne (1992) Language, Education, and
Development (Urban and Rural Tok Pisin in Papua Ne.w Guinea
youtube.com/watch?v=7Na4UvRIhu4&t=263s