Language and advertising effectiveness: code-switching in the Korean marketplace

Ahn, Jungsun; Ferle, Carrie La; Lee, Doohwang

doi:10.1080/02650487.2015.1128869

Cited by 28 publications

(17 citation statements)

References 40 publications

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“…According to Ahn et al. (2017), code-switching is a mixed-language approach and is often used to target consumers with knowledge of two languages.…”

Section: Discussionmentioning

confidence: 99%

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

et al. 2019

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Internet slang is a new language with innovative and novel characteristics, and its use can be considered a form of creative advertising. Embedding internet slang into advertisements can thus enhance their creative quality and increase the attention paid to them. In this study, we examined the effect of the characteristics of internet slang on attention to advertisements, brand awareness, product evaluation, and attitudes toward advertising by conducting two empirical studies, one utilizing eye-tracking experiments and the other utilizing questionnaires. We found that using internet slang in advertising significantly increased audience attention compared with standard language but did not necessarily improve product evaluation and brand awareness for various types of goods. We discovered code-switching effects of psycholinguistics existed in standard language and its variant (internet slang). Our findings can guide advertisers in selecting the embedded language that can be effective in achieving their desired advertising effect. Our findings also indicate that the excessive use of internet slang may have a negative effect on brand and product evaluation.

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“…According to Ahn et al. (2017), code-switching is a mixed-language approach and is often used to target consumers with knowledge of two languages.…”

Section: Discussionmentioning

confidence: 99%

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

et al. 2019

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“…The Englishization of Korean has been examined in a number of early studies which have focused on syntactic features (Baik, ; Jung, ; Jung & Min, ; Pae, ; Seong & Lee, ) and also on phonological features (Ito, Kang, & Kenstowicz, ; Kang, ; Kang, Kenstowicz, & Ito, ; Tranter, , ). Other studies have investigated the sociolinguistic effects of English mixing in advertisements (Ahn, La Ferle, & Lee, ; Lee, , ; Park, ), in K‐pop (Lawrence, ; Lee, , , ), television programs (Ahn, ; Lee, , , ; Park, , ) and movies (Lee, ).…”

Section: Introductionmentioning

confidence: 99%

Modelling the Englishization of vocabulary in contemporary Korean

Ahn

2018

World Englishes

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This study aims to analyse how English has been incorporated into contemporary Korean vocabulary, analysing vocabulary items from the 2014 New Words list published by the National Institute of Korean Language. It also surveys previous research on the Englishization of Korean vocabulary in order to devise a descriptive model of lexical borrowing from English in the contemporary Korean language. The examination of a wide range of data demonstrates that lexical borrowing into Korean is highly complex, involving at least four combinations of source languages: (i) English (only), (ii) traditional Korean and English, (iii) Sino‐Korean and English, and (iv) English, traditional Korean and Sino‐Korean. The findings suggest that ‘borrowed’ words undergo hybridized word formation processes in creative and innovative ways, which this paper attempts to describe using the model of lexical borrowing presented in this article.

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“…Although the bulk of this research pertains to print advertisements, this phenomenon has also been investigated in other media, including television (Dimova, ; Lee, ; Martin, ; Raedts, Dupré, Hendrickx, & Debrauwere, ; Tajolosa, ; Ustinova & Bhatia, ; Zhang, ), radio (Pavlou, ), and Internet advertising (Lee, , ; Martin, ). Researchers have also been examining consumers’ attitudes towards various code‐mixed patterns in advertising and, subsequently, the impact of language mixing on advertising effectiveness (Ahn, La Ferle, & Lee, ; Hsu, , , ; Koslow, Shamdasani, & Touchstone, ; Luna & Peracchio, ).…”

Section: The Discourse Of Advertisingmentioning

confidence: 99%

Global marketing translation and localization for French‐speaking countries

Martin¹

2019

World Englishes

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This article explores translation practices in international advertising designed for different French‐speaking countries, highlighting the myriad ways in which global brands reshape their messages to appeal to local markets. A number of factors will determine the specific approach to linguistic and cultural phenomena when adapting a global advertising campaign for local audiences. In addition to the seamless blending of translated content and multimodal language mixing appearing in advertising for these markets, one notices that the degree of French‐English mixing, types of bilingual creativity and glossing techniques differ noticeably across markets, media and product categories. Newer technologies and the social media craze have also had a profound impact on the assimilation of English borrowings.

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Language and advertising effectiveness: code-switching in the Korean marketplace

Cited by 28 publications

References 40 publications

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

Modelling the Englishization of vocabulary in contemporary Korean

Global marketing translation and localization for French‐speaking countries

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