RT Journal Article
SR Electronic
T1 Comprende Code Switching?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 648
OP 659
DO 10.2501/JAR-51-4-648-659
VO 51
IS 4
A1 Melissa Bishop
A1 Mark Peterson
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/4/648.abstract
AB “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.