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Asian Journal of Marketing
  Year: 2010 | Volume: 4 | Issue: 2 | Page No.: 49-61
DOI: 10.3923/ajm.2010.49.61
 
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An Empirical Study on Code Mixing in Print Advertisements in Hong Kong

Chi-Hong Leung

Abstract:
Hong Kong is an international city where Eastern and Western cultures meet. Both English and Chinese are official languages in this city where about 95% of the population is Chinese. Although, the native language is Cantonese (i.e., a Chinese dialect), people in Hong Kong like mixing English terms in their formal and informal communication. This language phenomenon is referred to as code mixing in which linguistic units of two languages are mixed within a sentence. Code mixing is common in print advertisements in Hong Kong. It is worth studying the effect of code mixing on these advertisements. A survey on attitudes to code mixing in print advertisements was conducted and it collected data from 278 valid questionnaires sent to the local Chinese residents in Hong Kong. The results showed that (1) most code-mixed advertisements could be understood, (2) convenience products and shopping products were perceived to be suitable to be advertised with code mixing and (3) young people and educated people more preferred code mixing in advertising. It is suggested that advertisers should be aware of the social status of the targeted consumers and find out whether code mixing matches with the products’ images and consumers’ social identities properly.
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How to cite this article:

Chi-Hong Leung , 2010. An Empirical Study on Code Mixing in Print Advertisements in Hong Kong. Asian Journal of Marketing, 4: 49-61.

DOI: 10.3923/ajm.2010.49.61

URL: https://scialert.net/abstract/?doi=ajm.2010.49.61

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