عناصر مشابهة
The Power of Code-Switching between English and Arabic on Advertising Discourse: A Case Study on the Names of Macdonald’s Meals
| المصدر: | مجلة كلية الآداب |
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| الناشر: |
جامعة بنها - كلية الآداب
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| المؤلف الرئيسي: | |
| المجلد/العدد: | ع54, ج2 |
| محكمة: | نعم |
| الدولة: | مصر |
| التاريخ الميلادي: | 2020 |
| الصفحات: | 187 - 235 |
| DOI: | 10.21608/jfab.2020.326329 |
| ISSN: | 1687-2525 |
| رقم MD: | 1434697 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | English |
| قواعد المعلومات: | AraBase |
| مواضيع: | |
| رابط المحتوى: |
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| المستخلص: | This research study examines the strategic use of code-switching between English and Arabic in advertising discourse, specifically focusing on a case study of the names of McDonald's meals. Codeswitching, the alternation between languages or language varieties within a conversation or text, has been increasingly employed by advertisers to appeal to diverse linguistic communities and enhance brand recognition. Drawing on sociolinguistic and advertising theories, this study investigates the power dynamics and communicative functions of code-switching in the context of McDonald's meal names. The analysis attempts to explore the linguistic motivations behind code-switching in the naming of McDonald's meals, including the strategic use of English and Arabic elements to create linguistic novelty, evoke cultural associations, and establish brand identity. It examines the interplay between language choice, cultural symbolism, and advertising strategies employed by McDonald's to attract and engage Arabicspeaking consumers. Furthermore, the study investigates the impact of code-switching on consumer perceptions and brand recognition. The analysis considers factors such as language proficiency, cultural relevance, and consumer attitudes towards language mixing in advertising. The findings of this research shed light on the effectiveness of code-switching as a persuasive tool in advertising discourse, particularly with regards to the naming of McDonald's meals. The study contributes to the understanding of the intricate relationship between language, culture, and advertising discourse in the context of multinational brands targeting diverse linguistic communities. The implications of this research extend beyond the fast-food industry, providing valuable insights for marketers, advertisers, and linguists interested in leveraging code-switching as a strategic resource in global marketing campaigns. The study emphasizes the importance of cultural sensitivity, and audience segmentation in effectively utilizing code-switching to engage and connect with diverse consumer groups. In conclusion, this study underscores the power of code-switching between English and Arabic in advertising discourse, exemplified through the case study of McDonald's meal names. It highlights the potential of code-switching to create linguistic impact, cultural resonance, and brand recognition, while offering practical implications for advertisers seeking to engage multilingual audiences in a globalized marketplace. |
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