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• W2073228103 abstract "Code-switching from English to other languages has become an established repertoire in English-dominated advertising which, in the South African media landscape. Within this context, we analyse the use of code-switching in support of two advertising objectives: 1) establishing an audience-advertiser relationship, and 2) positioning consumers as having certain desires, beliefs and aspirations that should encouraged brand affiliation. We argue that the deployment of code-switching in relation to these objectives assumes particular significance under modern consumerism, in which consumption is linked to the performance of identity. Focusing on print magazines, the results highlight a prominent difference between code-switching from English to Afrikaans, and English to indigenous South African languages." @default.
• W2073228103 created "2016-06-24" @default.
• W2073228103 creator A5004208725 @default.
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• W2073228103 date "2015-01-02" @default.
• W2073228103 modified "2023-09-24" @default.
• W2073228103 title "The use of linguistic tokenism to secure brand loyalty: Code-switching practices in South African print advertising" @default.
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• W2073228103 doi "https://doi.org/10.1080/10228195.2014.981570" @default.
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