The Power of Code-Switching between English and Arabic on Advertising Discourse | ||||
| مجلة کلية الآداب.جامعة بنها | ||||
| Volume 54, الجزء الثاني (اللغات), October 2020, Page 187-237 PDF (379.85 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jfab.2020.326329 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Ahmad Sharaf Eldin
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| Menoufia | ||||
| Abstract | ||||
| This research study examines the strategic use of code-switching between English and Arabic in advertising discourse, specifically focusing on a case study of the names of McDonald's meals. Code-switching, the alternation between languages or language varieties within a conversation or text, has been increasingly employed by advertisers to appeal to diverse linguistic communities and enhance brand recognition. Drawing on sociolinguistic and advertising theories, this study investigates the power dynamics and communicative functions of code-switching in the context of McDonald's meal names. The analysis attempts to explore the linguistic motivations behind code-switching in the naming of McDonald's meals, including the strategic use of English and Arabic elements to create linguistic novelty, evoke cultural associations, and establish brand identity. It examines the interplay between language choice, cultural symbolism, and advertising strategies employed by McDonald's to attract and engage Arabic-speaking consumers. Furthermore, the study investigates the impact of code-switching on consumer perceptions and brand recognition. The analysis considers factors such as language proficiency, cultural relevance, and consumer attitudes towards language mixing in advertising. The findings of this research shed light on the effectiveness of code-switching as a persuasive tool in advertising discourse, particularly with regards to the naming of McDonald's meals | ||||
| Keywords | ||||
| code-switching; advertising campaigns; applied linguistics; brand names | ||||
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