| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 98 === The use of code-switching has become widespread in Taiwanese advertisement, this includes texts, pictures and models. But, can Taiwanese consumers accept code-switching being used in advertisement? The aim of this research was to investigate whether the consumer’s social identity will moderate the brand of origin and code-switching.
This study composed of two researches which probe into the use of code-switching in Taiwanese advertisements. First, we use content analysis to examine the use of code-switching in 773 print advertisements. Second, we utilized three experiments to determine consumer’s identity, brand of origin and code-switching as moderating effect on advertisement and product evaluations.
After reviewing 773 print advertisements, we compared the results to previous research done in 2007. We found that, in the past most brands has used both Chinese and English as brand name, however in the current market most brands used English as brand name. Furthermore, research findings has discovered that the use of advertising texts such as headline, sub headline and body text, the percentage of code-switching has gotten lower when compared to the previous research in 2007. In addition, when considering the brand of origin, English is used as the main language for American brands in the aspect of code-switched message. And likewise, French and Japanese brands also used English as main language in code-switched message.
In addition, these three experiments demonstrated the following results:
1. Brand of origin will in fact moderate the effect of code-switching on consumer’s product evaluations and ad evaluations. Consumers prefer no code-switched local brand’s advertisement to code-switched and code-switched global brand’s advertisement to no code-switched.
2. Consumer’s identity will moderate the effects of code-switching on consumer’s product and advertisement evaluations. Consumers with local identity prefer no code-switched advertisements while consumers with global identity prefer code-switched advertisements.
3. Consumers with global identity prefer English as main language in code-switched messages, and simultaneously the level of understanding code-switched sentence will mediate the code-switching and advertisement evaluations.
Through the results of both studies, we can conclude that, in the current market, use of code-switching is different from the previous research. Thus, according to the results of this research, under consumer’s identity and the way of code-switching, we propose the following academic and practical advice for the related field.
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