Abstract
Code-mixing and code-switching are the marketing phenomenon researches have been working for around decades. While different types and their properties for code-mixing and code-switching have been well studied for most of the linguistic varieties as a marketing tool, very less is documented about how they are used as communicative and persuasive tool in advertisements. This analysis is an attempt to overcome with this gap by analyzing the level and describing the current phenomenon of English code-mixing and code-switching in Indian cold drink advertisements. It is noticed that the use of English codes in Hindi advertisements or even in few of complete English advertisements made specifically for Indian television is different from other genres of communication since they are creatively utilized to produce persuasive and convincing effects. The paper investigated the level of such mixing in Indian advertisements basically shown in Hindi speaking area, what kinds of English units are in use as well as certain other aspects related to English mixing which are employed as a persuasive device for the advertisements . English lexical mixing were found to be common English code-mixing elements, while simple sentences, out of all types of sentences, were the most frequent items appearing at the level of code-switching.
Highlights
A) English is a widespread medium for connecting people, professionally and socially, across the globe
Versatility of English as a medium/language has in due course earned various labels for it- ‘English as a world language’ (Mair 2003),‘World English’ (BruttGriffler 2002) and English as a global language’ (Crystal 2003 and Gnutzmann 1999)
India is a multilingual society, the expansion of English and borrowing between English and Indian languages were first witnessed as early as 1780s, nearly after 20 years of East India company in India, but it started spreading its branches widely in 1858, when the British Crown assuming direct control of India in the form of the new British Raj and in recent times this is important from the globalization point of view
Summary
A) English is a widespread medium for connecting people, professionally and socially, across the globe. In recent times has been analyzed by a number of scholars who have taken an interest in this phenomenon in its written manifestations as it appear in advertising copy (Bhatia 2007 and Srima Nandi 2013). Those who write advertising copy enjoy what Leech (1966) referred to as 'copywriter's licence' This carte blanche authorizes them to (i) experiment with orthography in Tag Lines, (ii) invent new lexical items, (iii) produce language which appears nonsensical, and/or (iv) use the intrasentential switching of roles and registers, in addition to many other options, all of which provides a fascinating linguistic mixture for analysis. To observe the most recent and ancient trend of English code-mixing and code-switching in the commercials and to limit the area of research with maximum possible results only Hindi advertisements where chosen out of number of Indian languages.
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