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International Journal of Advertising
The Review of Marketing Communications
Volume 36, 2017 - Issue 3
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Research Article

Language and advertising effectiveness: code-switching in the Korean marketplace

Jungsun AhnSchool of Advertising and Public Relations, Hongik University, Sejong, Korea
,
Carrie La FerleTemerlin Advertising Institute, Southern Methodist University, Dallas, TX, United States
&
Doohwang LeeDepartment of Journalism and Communication, Kyung Hee University, Seoul, KoreaCorrespondence[email protected]
Pages 477-495 | Received 07 Feb 2015, Accepted 03 Dec 2015, Published online: 15 Feb 2016

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Abena A. Yeboah-Banin. (2023) Does Language Matter When Advertising to Africa’s Multilingual Audience? An ELM Study of Audience Language Preference and Responses. Journal of African Business 24:4, pages 632-648.
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Emmanuel Ilonga. (2023) Linguistic innovations in a multilingual digital advertising context in Tanzania: a translanguaging perspective. Journal of Multilingual and Multicultural Development 0:0, pages 1-19.
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Martin Eisend, Adrienne F. Muldrow & Sara Rosengren. (2023) Diversity and inclusion in advertising research. International Journal of Advertising 42:1, pages 52-59.
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Dursun Yener & Mertcan Taşçıoğlu. (2021) Does the Use of Foreign Languages in Different Types of Products Lead to Different Consumer Perception?. Journal of International Consumer Marketing 33:4, pages 386-398.
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Wei-Na Lee. (2019) Exploring the Role of Culture in Advertising: Resolving Persistent Issues and Responding to Changes. Journal of Advertising 48:1, pages 115-125.
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Ulrike Nederstigt & Béryl Hilberink-Schulpen. (2018) Advertising in a Foreign Language or the Consumers' Native Language?. Journal of International Consumer Marketing 30:1, pages 2-13.
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Jos Hornikx & Frank van Meurs. (2017) Foreign Languages in Advertising as Implicit Country-of-Origin Cues: Mechanism, Associations, and Effectiveness. Journal of International Consumer Marketing 29:2, pages 60-73.
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Articles from other publishers (9)

Abdul Qayyum, Raja Ahmed Jamil, Adnan Muhammad Shah & KangYoon Lee. (2023) Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention. Journal of Retailing and Consumer Services 75, pages 103515.
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Shixiong Liu, Yi Wu & Wu Gong. (2022) Measuring Internet Slang Style in the Marketing Context: Scale Development and Validation. Frontiers in Psychology 12.
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Ying-Feng Kuo, Jian-Ren Hou & Yun-Hsi Hsieh. (2021) The advertising communication effectiveness of using netizen language code-switching in Facebook ads. Internet Research 31:5, pages 1940-1962.
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Cher-Min Fong, Ming-Hung Shu, Chao-Cheng Chung, Tung-Lin Tsai, I-Sheng Sun, Hui-Wen Wang & Pei-Chun Hsieh. (2021) Monolingual Consumers’ Reactions in Cyber Market to GCCP, FCCP, and LCCP Ad Appeals in Taiwan. Journal of Intelligent & Fuzzy Systems 40:4, pages 8623-8637.
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Olga Kvasova & John Buffington. 2020. Enlightened Marketing in Challenging Times. Enlightened Marketing in Challenging Times 195 204 .
Jos Hornikx & Frank van MeursJos Hornikx & Frank van Meurs. 2020. Foreign Languages in Advertising. Foreign Languages in Advertising 25 53 .
Elizabeth Martin. (2019) Global marketing translation and localization for French‐speaking countries. World Englishes 38:3, pages 366-386.
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Shixiong Liu, Dan-Yang Gui, Yafei Zuo & Yu Dai. (2019) Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising. Frontiers in Psychology 10.
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Hyejeong Ahn. (2018) Modelling the Englishization of vocabulary in contemporary Korean. World Englishes 37:4, pages 570-589.
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