The Moderating Effect of Product Type in Code-Switched Advertisement

• Main Authors: Su-Chi Yang, 楊素琪
• Other Authors: Ying-Ching Lin
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/10045660674930042424

碩士 === 國立東華大學 === 企業管理學系 === 101 === In Taiwan, peole can find the use of foreign languages and foreign models everywhere. The use of code-switching is quite common for advertisement in Taiwan. The use of code-switching may give consumers the feeling of high-class, good quality and lead to the thought that the prodoucts are or manufactured by foreign companies. By examining ads of luxuries and necessities, the study aims to explore whether the use of code-switching actually affects the evaluation of the ad as well as the product. The study uses content analysis to observe the code-switching phenomenon on ads in magazines in Taiwan at first, and then a research was conduted to examine the correlation between product type and code-switching and their effects on the evaluation of ad and product. The results of the content analysis in this study verifies the results of prior researches and reveals that the phenomenon of code-switching is getting more and more widespread. The result of the research reveals that if consumers consider the product as a luxury good, they evaluated code-switching ads as better and give higher product evaluation than noncode-switching ads. But if consumers consider the product as a necessity good, there is no different evaluation between code-switching ads and noncode-switching ads. According to these results, some suggestions are provided for advertisers: (1) Not all the use of code-switching obtains better evaluation; (2) The use of code-switching should take product type or other factors into consideration when making decision.