The Code-switching in Taiwanese Advertisements

• Main Authors: Yi-Chuan Huang, 黃怡娟
• Other Authors: Ying-Ching Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/c6hq2f

碩士 === 國立東華大學 === 企業管理學系 === 95 === The use of code-switching(CS) has become widespread in Taiwanese advertisement. This paper found there are 86% ads contained foreign symbol that containd foreign language and foreign model. When advertising content is seen using a foreign language or foreign models, this is considered to be a code-switched message. This paper include two research to realize the effect of code-switching in ads. The first part, this study applies content analysis to print advertisements as a means of detecting code-switching. The second part use expremental design to access the customer’s responds toward the code-switching advertisement. The result of these two study is that: 1.The results of this study demonstrate that code-switching is extensively used in ads. In Taiwan, the main language used in code-switched messages is English, followed by Japanese. But the responds toward the CS ads found that the evaluation of the Chinese(no CS) ad has higher evaluation than CS ad. 2.The loation of CS used in ads has a large number in bodytext, but the main factor in influencing ad effect is consumer’s comprehension toward the CS slogan. 3.Brand-of-origin and product categories all have different access to the use of CS in ad. Ad’s language is the most important element in the ad content. In general, companies were found to prefer using code-switched messages in the advertisements. Code-switching has become a ubiquitous phenomenon in Taiwan’s advertising. But, only when understanding consumers’ needs and wants can creat the sutable ad for communication with audience.