The use of code-mixing in Indian billboard advertising
Bibliographic Data
| ID | 2293659 |
|---|---|
| Authors | Sujata Surinder Kathpalia (0000-0003-0432-526X, Nanyang Technological University, corresponding author), Kenneth Keng Wee Ong (0009-0007-4009-1065, Nanyang Technological University Language and Communication Centre HSS‐02–06, 14 Nanyang Drive Singapore 637332, corresponding author) |
| Year | 2015 |
| Volume | 34 |
| Issue | 4 |
| Pages | 557-575 |
| Publication date | 2015-12-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | World Englishes (JOURNAL) |
| Journal identifiers | ISSN: 0883-2919 • E-ISSN: 1467-971X |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/weng.12159 |
| OpenAlex | W1938408052 |
| Language | EN |
| Citations received | 13 |
| References cited | 23 |
One major area of interest in the study of contemporary linguistic landscapes worldwide is the interaction of English with local languages in public spaces. One such example of this is the use of 'Hinglish' in Indian media, particularly in Indian advertising. Although some researchers have previously investigated Hindi-English code-switching in Bollywood films as well as print advertisements, relatively little research has been done on the interplay of these two languages on billboards. This current study aims to analyze this aspect of Hindi-English code-mixing involving literary devices in the 'Amul butter' advertising campaign which uses billboards to advertise its product throughout India
Advertising · Business · Code (set theory · Code-mixing · Code-switching · Hindi · Linguistics · Mixing (physics · Product (mathematics · Computer Science · Mathematics · Multilingual Education and Policy · South Asian Cinema and Culture · South Asian Studies and Conflicts · Artificial Intelligence
Role of Code-Switching and Code-Mixing in Indigenous Communicative Contexts
Anglicization of Urdu Language
The Discourse of Propaganda in Traveloka’s YouTube Advertising Videos
Reasons for the Success Story of Amul
Roles of Japanese scripts in Western fashion
Attitudes toward English borrowings in South Korea
Satiric parody through Indian English tweets in Twitter
English in Southeast Asian legal education and practice
Neologisms
From monolingual mindset to plurilingual ethos
Language choice and identity construction
Linguistic innovations in a multilingual digital advertising context in Tanzania
English and other languages in Italian advertising
The Handbook of Bilingualism
Multilingualism in written discourse
Code-mixing with a difference
Forms and functions of English in multilingual signage
The problem of intention and meaning in code-switching
Puns, relevance and appreciation in advertisements
Shouldnt it be breakfunch? A quantitative analysis of blend structure in English
In other words
Multilingual writing
World Englishes and linguistic landscapes
Mixers lyricing in Hinglish
Advertising to Bilingual Consumers
On Resonance
| Unique citing works | 13 |
|---|---|
| Citations per year | 1,63 |
| Citation span | 2018 - 2026 (9) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 12 |