Code-Switching in Television Advertisements

Autor/inn/en	Banatao, Mary Ann B.; Malenab-Temporal, Conchita
Titel	Code-Switching in Television Advertisements
Quelle	In: TESOL International Journal, 13 (2018) 4, S.121-136 (16 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2094-3938
Schlagwörter	Television; Advertising; Code Switching (Language); Syntax; Language Patterns; Discourse Analysis; Pragmatics; Foreign Countries; Tagalog; Language Usage; English (Second Language); Self Concept; Language Styles; Audiences; Males; Interpersonal Attraction; Life Style; Personality Traits; Philippines + Suchen Sie Ihr Suchwort? Fernsehen; Fernsehtechnik; Werbung; Sprachmodell; Sprachstruktur; Diskursanalyse; Pragmalinguistik; Ausland; Sprachgebrauch; English as second language; English; Second Language; Englisch als Zweitsprache; Selbstkonzept; Sprachstil; Spectator; Zuschauer; Male; Männliches Geschlecht; Interpersonale Anziehung; Lebensstil; Individual characteristics; Personality characteristic; Persönlichkeitsmerkmal; Philippinen
Abstract	Students' preferences are being shaped by what they view in advertisements. Hence, this study examined the occurrence of code-switching in Philippine TV advertisements. Particularly, it analyzed syntactic patterns of code-switching, pragmatic/discourse functions and motivations present in the code-switched ads aired from the country's giant TV networks: GMA and ABS-CBN. The lexical and syntactical patterns of code-switching were analyzed following Poplack's three types of code-switching. The discourse functions of the ads were identified following Dayag's (1999) modified version of Searle's (1979). The same data were matched to the six motivations for code-switching identified by Lin (2000). Results show that intrasentential switches are more extensively used at the syntactic level, with a typical combination of Filipino-with-English. Functionally, code-switched ads are used for advising/prescribing, describing, explaining, and illustrating. Motivations in code-switching are generally anchored on language facility, language economy, euphemism, stylistic purposes in communication and expression of multiple identities. Relative to constructing identities, audience and consumers are persuaded, convinced and influenced to attain the image the products convey with emphasis on the longing of the consumers to achieve their image of being hygienic, presentable and attractive young men, knowledgeable, equipped and mature individuals, healthy, active, educated and lifestyle-conscious persons and gentle, chivalrous, and respectful young men. (As Provided).
Anmerkungen	English Language Education Publishing. Site Skills Training - Clark, Centennial Road, Clark Freeport Zone, Clark, Pampanga 2023, Philippines. e-mail: asianefl@gmail.com; Web site: https://www.elejournals.com/tesol-international-journal/; Web site: https://www.tesol-international-journal.com/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01