Advertising Language : Secrets of Persuasion

Ting, Su Hie (2023) Advertising Language : Secrets of Persuasion. UNIMAS Publisher, Kota Samarahan, Malaysia, pp. 59-84. ISBN 9789670054438

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Abstract

Code-switching is a simple juxtaposition of other languages in advertisements to create desired effects. The main finding from the analysis of online advertisements is the use of code-switching for identity construction. From a comparison of advertisements in English and Malay, it is found that the need for code-switching is greater in English advertisements to tap into certain identities to increase product appeal, which can be achieved using single words (tag switching and intra-sentential switching). Inter-sentential code-switching is useful for moving between formality and informality within the same advertisement. Code-switching is generally considered a strategic choice in advertisements. The copywriters of advertisements felt that using foreign words in Bangla advertisements helps them to “describe their products and deliver the information about them more easily, smoothly, and clearly using more concise language” (Sajib et al., 2020, p. 250). In our analysis of the Malaysian online advertisements, there was also precision in the messages, and there was not much use of code-switching for reiteration and message qualification because copywriters of advertisements strive to keep their messages short and simple but there is an interesting use of code-switching involving the use of Malay for personalisation and English for objectivisation. Interjections in other languages also add flavour to the online advertisements while targeting customers from the groups speaking those languages. Our search of online advertisements circulated among Malaysians in 2021 indicated that most of them were Malay and English, and words in Arabic, Korean, Mandarin, and even French were included for effect. Code-switching involving one or two words (intra-sentential code-switching) is far more common than switching involving full sentences. This is different from Mulyani’s (2018) analysis of 15 commercial advertisements in Indonesian newspapers, where inter-sentential code-switching (86%) is far more common than intra-sentential (13%) and emblematic switching (1%). The difference could be due to the medium of the advertisement because in the present study, the advertisements were in the form of online posters and youtube videos whereas Mulyani’s (2018) advertisements were in printed newspapers and the context is different. Neverthless, there seems to be an almost universal meaning attached to the use of English in advertisements. We found that code-switching to English in a Malay advertisement imbues meanings of prestige, style, modernity and internationalisation to the product. This finding is similar to other studies conducted in various settings (Lau, 2007; Mansor et al., 2016; Riaz, 2019; Sajib et al., 2020). However, English is also used for expressiveness and to gain attention in Indonesian advertisements (Saputra, 2018). However, in English advertisements, the code-switching to Malay adds to knowledge in the field because of the inadequacy of studies in this area. We found that inclusion of Malay words in English advertisements creates the togetherness and oneless of being Malaysian (e.g., “lahhh”, “jom”). Malaysians are generally multilingual. Malaysians study both English and Malay in the education system, and therefore do not have problems comprehending either language. This is why business operators can freely and cleverly use English and Malay in their advertisements. In the sales and marketing sense, code-switching is seen positively because it persuades customers and may increase sales.

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