Structural Constraints in Mixed Language Ads: a Psycholinguistic Analysis of the Persuasiveness of Codeswitching

David Luna, Baruch College
Dawn Lerman, Fordham University
Laura Peracchio, University of Wisconsin-Milwaukee
EXTENDED ABSTRACT - Codeswitching refers to mixing languages within an utterance. Bilingual individuals use this linguistic practice frequently in their everyday lives to communicate certain meanings coded in the act of switching itself or in the language that is made salient by the codeswitch. Because of the ubiquitous nature of codeswitching among certain populations like Hispanics in the U.S. or French speakers in Switzerland, advertisers targeting those populations have also adopted this practice. For example, Latina is a magazine targeting young Hispanic women that is well known for its frequent use of codeswitching. The following two ads recently appeared in that magazine: ARedefine fuerza. Presentamos el totalmente nuevo Chevy Trail Blazer@ (Redefine power. We present the totally new Chevy Trail Blazer); and ASweet sonrisa: We found four ways to brighten your teeth and make the most of your radiant smile@ (sonrisa means smile). The first ad differs from the second in the language that serves as a frame for the codeswitch.
[ to cite ]:
David Luna, Dawn Lerman, and Laura Peracchio (2005) ,"Structural Constraints in Mixed Language Ads: a Psycholinguistic Analysis of the Persuasiveness of Codeswitching", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 647-648.