Publication Cover
International Journal of Advertising
The Review of Marketing Communications
Volume 36, 2017 - Issue 3
1,977
Views
16
CrossRef citations to date
0
Altmetric
Research Article

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

, &
Pages 477-495 | Received 07 Feb 2015, Accepted 03 Dec 2015, Published online: 15 Feb 2016

References

  • Ahn, J., and C. La Ferle. 2008. Enhancing recall and recognition for brand names and body copy: A mixed-language approach. Journal of Advertising 37, no. 3: 107–17.
  • Baumgardner, R.J. 2006. The appeal of English in Mexican commerce. World Englishes 25: 251–66.
  • Berlyne, D.E. 1960. Conflict, arousal and curiosity. New York, NY: McGraw-Hill.
  • Bettman, J.R. 1979. An information processing theory of consumer choice. Reading, MA: Addison Wesley Publishing.
  • Bishop, M.M., and M. Peterson. 2010. The impact of medium context on bilingual consumers' responses to code-switched advertising. Journal of Advertising 39, no. 3: 55–67.
  • Bolt, K.J., M.A. Zarate, and P.B. Paulus. 2003. Code-switching across brainstorming sessions: Implications for the revised hierarchical model of bilingual language processing. Experimental Psychology 50: 171–83.
  • Cacioppo, J.T., W. von Hippel, and J.M. Ernst. 1997. Mapping cognitive structures and processes through verbal content: The thought-listing technique. Journal of Consulting and Clinical Psychology 65: 928–40.
  • Carroll, R., and D. Luna. 2011. The other meaning of fluency: Content accessibility and language in advertising to bilinguals. Journal of Advertising 40, no. 3: 73–94.
  • Caruana, A., and M. Abdilla. 2005. To dub or not to dub: Language adaptation of global television advertisements for a bilingual community. Journal of Brand Management 12: 236–49.
  • Chang, C. 2004. Country of origin as a heuristic cue: The effects of message ambiguity and product involvement. Media Psychology 6: 169–92.
  • Cutler, B.D., R.G. Javalgi, and D.S. White. 1995. The westernization of Asian print advertising. Journal of International Consumer Marketing 7, no. 4: 23–37.
  • Domzal, T., J. Hunt, and J. Kernan. 1995. Achtung! The information processing of foreign words in advertising. International Journal of Advertising 14: 95–114.
  • Dufour, R., and J.F. Kroll. 1995. Matching words to concepts in two languages: A test of the concept mediation model of bilingual representation. Memory and Cognition 23: 166–80.
  • Greenwald, A.G., and C. Leavitt. 1984. Audience involvement in advertising: four levels: Journal of Consumer Research 11: 581–92.
  • Grosjean, F. 1982. Life with two languages: An introduction to bilingualism. Cambridge: Harvard University Press.
  • Grosjean, F. 2010. Life and reality. Cambridge: Harvard University Press.
  • Grosjean, F. 2015. Bicultural bilinguals. International Journal of Bilingualism 19, no. 5: 572–86.
  • Hair, J.F., B. Babin, A.H., and P. Samouel. 2003. Essentials of business research methods. New Jersey: John Wiley & Sons.
  • Hargreaves, D., and M. Tiggemann. 2002. The effect of television commercials on mood and body dissatisfaction: The role of appearance-schema activation. Journal of Social and Clinical Psychology 21: 287–308.
  • Hartmann, P., V. Apaolaza, and P. Alija. 2013. Nature imagery in advertising: attention restoration and memory effects. International Journal of Advertising 32, no. 2: 183–210.
  • Holmquist, J.P., and B.A. Cudmore. 2013. English in Korean advertising: An exploratory study. International Journal of Marketing Studies 5, no. 3: 94–103.
  • Johnston, W.A., K.J. Hawley, S.H. Plewe, J.M. Elliott, and M.J. DeWitt. 1990. Attention capture by novel stimuli. Journal of Experimental Psychology: General 119: 397–411.
  • Khan, A.M. 2014. Social aspects of code-switching: An analysis of Pakistani television advertisements. Information Management and Business Review 6, no. 6: 269–79.
  • Krugman, H.E. 1977. Memory without recall, exposure without perception. Journal of Advertising Research 17, no. 4: 7–12.
  • Leclerc, F., B.H. Schmitt, and L. Dube. 1994. Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research 31: 263–70.
  • Lee, J.S. 2006. Linguistic constructions of modernity: English mixing in Korean television commercials. Language in Society 35: 59–91.
  • Lowrey, T.M. 1998. The effects of syntactic complexity on advertising persuasiveness. Journal of Consumer Psychology 7, no. 2: 187–206.
  • MacInnis, D.J., and B.J. Jaworski. 1989. Information processing from advertisements: Towards an integrative framework. Journal of Marketing 53: 1–23.
  • Luna, D., D. Lerman, and L.A. Peracchio. 2005. Structural constraints in code-switched advertising. Journal of Consumer Research 32: 416–23.
  • Luna, D., and L.A. Peracchio. 2001. Moderators of language effects in advertising to bilinguals: A psycholinguistic approach. Journal of Consumer Research 28: 284–95.
  • Luna, D., and L.A. Peracchio. 2002. ‘Where there is a will…’: Motivation as a moderator of language processing by bilingual consumers. Psychology and Marketing 19: 573–93.
  • Luna, D., and L.A. Peracchio. 2005a. Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research 31: 760–5.
  • Luna, D., and L.A. Peracchio. 2005b. Sociolinguistic effects on code-switched ads targeting bilingual consumers. Journal of Advertising 34 (2): 43–56.
  • Myers-Scotton, C. 1993. Social motivations for code switching: Evidence from Africa. Oxford and New York: Oxford University Press.
  • Piller, I., and J. Cho. 2013. Neoliberalism as language policy. Language in Society 42, no. 1: 23–44.
  • Power, C. 2005, March 7. Not the Queen's English. Newsweek (Pacific Edition). Retrieved from http://www.thedailybeast.com/newsweek/2005/03/06/not-the-queen-s-english.html (accessed February 4, 2015)
  • Seaton, I. 1997. Linguistic non-imperialism. ELT Journal 51: 381–2.
  • Taylor, C.R., and G.E. Miracle. 1996. Foreign elements in Korean and U.S. television advertising. Advances in International Marketing 7: 175–95.
  • The KryssTal Web Site. n.a. Writing: The History, Development, and Evolution of the World's Writing Systems. http://www.krysstal.com/writing.html (accessed 21 July, 2015).
  • Ustinova, I.P. 2006. English and emerging advertising in Russia. World Englishes 25: 267–77.
  • Vettorel, P. 2013. English in Italian advertising. World Englishes 32, no. 2: 261–78.
  • Zhang, J. 2010. The persuasiveness of Individualistic and collectivistic advertising appeals among Chinese generation-X consumers. Journal of Advertising 39, no. 3: 69–80.
  • Zhang, S., and B.H. Schmitt. 2004. Activating sound and meaning: The role of language proficiency in bilingual consumer environments. Journal of Consumer Research 31, no. 1: 220–8.
  • Zhao, G., D. Muehling, and I. Kareklas. 2014. Remembering the good old days: the moderating role of consumer affective state on the effectiveness of nostalgic advertising. Journal of Advertising 43, no. 3: 244–55.
  • Zikmund, W.G. 2002. Business research methods. Mason, OH: South-Western, Cengage Learning.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.