code-swiching in hk advertising posters
DESCRIPTION
a study about Code-swiching in HK advertising postersTRANSCRIPT
Introduction Literature review Methodology Findings & Discussion Limitations Conclusion
A. Code-switching› Using another language choice within an utterance of the
host language (Myers-Scotton, 1993)› Not integrated into the native grammar
[as opposed to borrowing] (Romaine, 1995)› Simpler language choice for certain topics (Holmes, 2008)› Lexical gap (Li, 2008)
B. Code-switching in Hong Kong› Colonial history : common phenomenon (Pennington,
1998)› Mostly intrasentential & noun phrases (Leung, C. 2006)
C. Code-switching print advertising in Hong Kong
› Advertising aims to be persuasive (Leung, 2010)
› Code-switches attract additional attention(Luna & Peracchio, 2005)
› Young & professional audience is more open to code-switching (Leung, C.H. 2010)
1. How do the syntactic patterns of code-switches differ between MTR and campus posters?
2. How do the pragmatic patterns of code-switches differ between MTR and campus posters?
1. Both MTR and Campus posters follow code-switching syntactic patterns of print advertisements› Mostly intrasentential & mainly noun phrases
2. The location affects the topics and functions of code-switching:
MTR posters Advertise products Focus on grabbing attention rather than high
solidarity
Campus posters Advertise events Focus on high solidarity
Significance & purpose› Lack of research on code switching in posters› MTR & campus
Data collection:› Photos of 45 MTR advertisements
(ETST, TST, Hung Hom, Admiralty, Central, Kowloon Tong, Jordan)
› Photos of 47 campus posters(PolyU, BU, UST, CityU)
Syntactic pattern› Level (intrasentential/ intersentential/ intraword)› Word class
Pragmatic pattern› Topics› Functions
1) Lexical gap2) Simpler/ Shorter3) Technical terms
4) Rhyming5) Bilingual punning6) Euphemism
› Topic categorization
A
Excluded from analysisBorrowing Proper nouns Vernacular BB PolyU Microfund Lam lam 脷Orientation camp⇨Ocamp/ OC/ O
“e-fair daily” (magazine name) Icafe,C A star X Ming 仔 城市棟篤笑唱會Click Cash dollar 唔 chok 唔舒服folder the 22nd joint colleges, Judo
Competition 快 D
No. Light+Building 2012present Hong Kong Optical 2012升 cup A day in Metropoli 音樂會Grade 12 Pre-AD3D DBAUSB Green e-newssms Green bankingpm word (software)ml pdf
Creative Media (study stream)
Syntactic pattern› level
intersentential, 17
intraword, 1
Campus
intraword, 2
intersentential, 15
intrasentential, 29
MTR
Syntactic pattern› word class
Event
level Campus MTRtotal 4 2Intersentential
3 1
“ band show, 時裝秀。”(si4 zong1 sau3)
“ bridal gowns Catwalk show”
Intrasentential
1 1
“有 game玩，有獎抽！”(jau5 game waan4*2 jau5 zoeng2 cau1)
“世界巡迴 SHOW”
intraword 0 0
Event
level Campus MTRtotal 4 2Intersentential
3 1
“ band show, 時裝秀。”(si4 zong1 sau3)
“ bridal gowns Catwalk show”
Intrasentential
1 1
“有 game玩，有獎抽！”(jau5 game waan4*2 jau5 zoeng2 cau1)
“世界巡迴 SHOW”
intraword 0 0Functions: simpler
Event
level Campus MTRtotal 4 2Intersentential
3 1
“ band show, 時裝秀。”(si4 zong1 sau3)
“ bridal gowns Catwalk show”
Intrasentential
1 1
“有 game玩，有獎抽！”(jau5 game waan4*2 jau5 zoeng2 cau1)
“世界巡迴SHOW”sai3gaai3ceon4 wui4show
intraword 0 0 Function: simpler
Jargon
Level Campus MTRTotal 8 0Intersentential
1 0
House Cap Intrasentential
7 0
“freshmen等緊你 !!”(dang2 gan2 nei5)
/
intraword 0 0
Jargon
Level Campus MTRTotal 8 0Intersentential
1 0
House Cap Intrasentential
7 0
“freshmen等緊你 !!”(dang2 gan2 nei5)
/
intraword 0 0Function: technical terms
Location
level Campus MTRtotal 14 1Intersentential 6 0
“報名方法： civil counter(outside civil barn)”bou 3 ming 4 fong 1 faat 3: civil counter(outside civil barn)
Intrasentential 8 1“到 canteen對面”dou 3 canteen deoi 3 min 6
“3 楼中庭 Shop 309R1”Saam 1 lau 4 zung 1 ting 4 Shop 309 R1
Intraword 0 0
A
Location
level Campus MTRtotal 14 1Intersentential
6 0
“報名方法： civil counter(outside civil barn)”bou 3 ming 4 fong 1 faat 3: civil counter(outside civil barn)
Intrasentential
8 1
“到 canteen對面”dou 3 canteen deoi 3 min 6
“3 楼中庭 Shop 309R1”Saam 1 lau 4 zung 1 ting 4 Shop 309 R1
Intraword 0 0
A
Functions: simpler
Location
level Campus MTRtotal 14 1Intersentential 6 0
“報名方法： civil counter(outside civil barn)”bou 3 ming 4 fong 1 faat 3: civil counter(outside civil barn)
Intrasentential 8 1“到 canteen對面”dou 3 canteen deoi 3 min 6
“3 楼中庭 Shop 309R1”Saam 1 lau 4 zung 1 ting 4 Shop 309 R1
Intraword 0 0
A
Number
level Campus MTRtotal 3 10Intersentential
1 0
Quota:40 ( 先到先得，額滿即止 ) sin1dou3sin1dak1,ngaak6mun5zik1zi2
Intrasentential
2 9
會員 no., 學生 no.wui6 jyun4 no.hok6 sang1 no.
“全球 No.1 樂器製造商”Cyun4 kau4 no.1 ngok6 hei3 zai3 zou6 soeng1
intraword 0 1“优惠齐 fun 享”
#
Number
level Campus MTRtotal 3 10Intersentential
1 0
Quota:40 ( 先到先得，額滿即止 ) sin1dou3sin1dak1,ngaak6mun5zik1zi2
Intrasentential
2 9
會員 no.,學生 no.wui6 jyun4 no.hok6 sang1 no.
“全球 No.1 樂器製造商”Cyun4 kau4 no.1 ngok6 hei3 zai3 zou6 soeng1
intraword 0 1“优惠齐 fun 享”
#
wui6 jyun4 no.hok6 sang1 no.
Function: simpler
Number
level Campus MTRtotal 3 10Intersentential
1 0
Quota:40 ( 先到先得，額滿即止 ) sin1dou3sin1dak1,ngaak6mun5zik1zi2
Intrasentential
2 9
會員 no., 學生 no.wui6 jyun4 no.hok6 sang1 no.
“全球No.1 樂器製造商”Cyun4 kau4 no.1 ngok6 hei3 zai3 zou6 soeng1
intraword 0 1“优惠齐 fun 享”
#
Slogan
level Campus MTRtotal 2 14Intersentential
1 12
好令呀 !! I love it.hou2 leng3 aa3I love it.
it is possible
Intrasentential
0 2
Always 幫到你！intraword 1 0
Be 堅。 BeginBe gin1. Begin
/
!
Slogan
level Campus MTRtotal 2 14Intersentential
1 12
好令呀 !! I love it.hou2 leng3 aa3I love it.
it is possible
Intrasentential
0 2
Always 幫到你！intraword 1 0
Be堅。 BeginBe gin1. Begin
/
!
Functions: bilingual punning, rhyming
Slogan
level Campus MTRtotal 2 14Intersentential 1 12
好令呀 !! I love it.hou2 leng3 aa3I love it.
It is possible
Intrasentential 0 2Always 幫到你！
intraword 1 0Be 堅。 BeginBe gin1. Begin
/
!
Technological/ scientific
level Campus MTRtotal 3 8Intersentential
0 1
“儀器纖體療程 extracorporeal shockwave lipolysis”ji4 hei3 cim1tai2 liu4cing4
Intrasentential
3 7
“Facebook中最多人 Like 的 status”Facebook zung1 zeoi3 do1 jan4 like dik1 status
添加 GOS 及 FOS益生纖維tin 1 gaa 1 GOS gap 6 FOS jik 1 saang 1 hin 1 wai 4
Technological/ scientific
level Campus MTRtotal 3 7Intersentential
0 0
Intrasentential
3 7
“Facebook 中最多人Like 的status”Facebook zung1 zeoi3 do1 jan4 like dik1 status
添加 GOS 及 FOS益生纖維tin 1 gaa 1 GOS gap 6 FOS jik 1 saang 1 hin 1 wai 4
Functions: simpler + bilingual punning
Technological/ scientific
level Campus MTRtotal 3 7Intersentential 0 0
Intrasentential 3 7“Facebook中最多人 Like 的 status”Facebook zung1 zeoi3 do1 jan4 like dik1 status
添加GOS 及FOS益生纖維tin 1 gaa 1 GOS gap 6 FOS jik 1 saang 1 hin 1 wai 4
Functions: simpler +Technical terms + lexical gap
Pragmatic patterns› Functions 1) Lexical gap2) Simpler/ Shorter3) Technical term4) Rhyming5) Bilingual punning6) EuphemismOthers: creativity, habits, stylish, shorten or
enlarge the distance, etc.
lexical gap
simpler/shorter
technical terms
rhyming bilingual punning
euphemism
Pragmatic pattern (Topics)› Jargon: Campus : specific audience;
MTR: general public › Location : (Campus): to align with audience;
official unofficial names › Number: Campus: event
MTR: attract to buy product -->discount & rank
› Slogan: Campus: colloquial MTR: call for action & attention-grabbing; distance
› Technological: distance MTR > Campus
“Speculation” about motivation and function of code switches
future research: questionnaires, interviews for
poster creators & audience
Difficulty in assigning topic categories
1.1. Hypothesis Hypothesis proved proved MTR & Campus posters (syntactic patterns) MTR & Campus posters (syntactic patterns)
Mostly intrasentential & mainly noun phrases No significant contrast
2. Hypothesis 2. Hypothesis partially proved partially proved Location affects context (pragmatic patterns) Location affects context (pragmatic patterns) yet: “simpler” is the major function for both locations
MTR posters: MTR posters: Advertise products: mostly slogan & number code-switching Advertise products: mostly slogan & number code-switching • more bilingual punning/rhyming[ Grabbing attention rather than high solidarity][ Grabbing attention rather than high solidarity]
Campus posters Campus posters Advertise events: mostly jargon & location code-switching Advertise events: mostly jargon & location code-switching • technical terms for academic context[High solidarity rather than grabbing attention]High solidarity rather than grabbing attention]
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Leung, C. (2006). Codeswitching in print advertisements in Hong Kong and Sweden. Unpublished doctoral thesis, Lund University, Lund, Sweden.
Leung, C. H. (2010a). An Empirical Study on Code Mixing in Print Advertisements in Hong Kong. Asian Journal of Marketing, 4(2), 49-61.
Luna, D., & Peracchio, L. A. (2005). Advertising to Bilingual Consumers: The Impact of Code‐Switching on Persuasion. The Journal of Consumer Research, 31(4), 760-765.
Myers-Scotton, C. (1993). Duelling Languages: Grammatical Structures in Code-switching. Oxford: Clarendon Press; New York: Oxford University Press.
Pennington, M. C. (1998). The folly of language planning; Or, A brief history of the English language in Hong Kong. English Today 54, 14(2), 25-30.
Romaine, Suzanne. (1995) Bilingualism. 2nd ed. Oxford: Blackwell.