TY - JOUR T1 - Comprende Code Switching? JF - Journal of Advertising Research JO - J Advert Res SP - 648 LP - 659 DO - 10.2501/JAR-51-4-648-659 VL - 51 IS - 4 AU - Melissa Bishop AU - Mark Peterson Y1 - 2011/12/01 UR - http://www.journalofadvertisingresearch.com/content/51/4/648.abstract N2 - “Code switching” in advertising refers to the alternation between two languages in a single advertisement. This research investigates (1) how the direction of code switching and the placement of a code-switched advertisement in an English or Spanish medium influence bilinguals' attitudes toward code-switching (Acs) and (2) how Acs influence common advertising objectives. An experiment was performed among 107 Mexican-American young adults. Path analysis using structural equation modeling disclosed that placing a code-switched print advertisement in an all-English medium resulted in more positive Acs than placing it within an all-Spanish medium. Additionally, Acs positively influenced advertisement involvement and, subsequently, service-quality expectations and patronage intentions. ER -