Department of General Linguistics

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Browsing Department of General Linguistics by Subject "Advertising"

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    To buy or not to buy?: a psycholinguistic perspective on code switching in advertisements
    (Stellenbosch : Stellenbosch University, 2022-03) Adams, Doene; Berghoff, Robyn; Bylund, Emanuel; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of General Linguistics.
    ENGLISH ABSTRACT: This study investigated the effects of language on consumer’s product evaluation and decision making. The main research questions of this study are “How does the presence of code-switching in advertisements affect consumers’ decision-making as compared to monolingual advertising?” and “How does L1, L2 and code-switching influence product evaluation?”. The study consisted of 151 bilingual speakers. The first language of participants was Afrikaans and the second language of participants was English. Participants were randomly assigned to evaluate products and indicated their purchase intention after exposure to advertisements in either their first language, second language or a code-switching format. The results of the product evaluations and purchase intentions of the three different conditions were analysed and compared. The results of in this study contradicts the results of previous studies. No language effects were found on participants product evaluations or purchase intentions. The main factors that possibly explain why no language effect was found is the multilingual context that this study was performed in, high second language proficiency and immersion in the second language.