The Placement of Code-Switched Ads Within a Medium: Investigating Reciprocal Effects of Ad and Media Involvement

Melissa Bishop, University of New Hampshire, USA
This research demonstrates how the structure of code-switching in advertising interacts with the language of the medium in which the ad is inserted to influence cognitive and affective ad involvement. Study 1 shows that both types of involvement are increased when the main language of the ad matches that of the medium. Involvement in media content that follows exposure to a code-switched ad is also increased when the ad’s main language matches the medium’s language. Study 2 employs lengthier code-switches rather than single word switches to neutralize most of the effects found in Study 1, except for cognitive ad involvement.
[ to cite ]:
Melissa Bishop (2010) ,"The Placement of Code-Switched Ads Within a Medium: Investigating Reciprocal Effects of Ad and Media Involvement", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 759-761 .