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| Author: | Bishop, M. Peterson, M. |
| Title: | Comprende code switching? Young Mexican-Americans' responses to language alternation in print advertising |
| Journal: | Journal of Advertising Research
2011 : DEC, VOL. 51:4 p. 648-659 |
| Index terms: | advertising research advertising languages consumer attitudes |
| Language: | eng |
| Abstract: | This article examines how the alternation between two languages in advertisement influences bilinguals' attitudes towards the alternation and common advertising objectives. The study was conducted among 107 Mexican-American young adults. The findings suggest that placing a code-switched advertisement in English-language print medium results in more positive attitudes than placing it within Spanish-language print medium. These attitudes towards code-switching may have positive influence on advertising involvement. |
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