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ABSTRACT
“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.
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