Title

Bilingualism in Advertisements

Faculty Mentor(s)

DR. Donna Gessell

Campus

Dahlonega

Proposal Type

Presentation - completed/ongoing

Subject Area

English/Communications

Location

Nesbitt 3213

Start Date

23-3-2018 2:00 PM

End Date

23-3-2018 3:00 PM

Description/Abstract

Abstract

Media has a magical effect on people since it facilitates communication through the Internet, television, radio, and smartphones. Companies utilize these technology tools to persuade their customers to buy their products. They also pay a lot of attention to which language they use in their commercials. In fact, before advertising corporations launch their new campaigns, they intentionally study their market thoroughly by discovering their customers' language preferences. The purpose of this research is to study why advertising companies tend to make bilingual commercials and the effects of those commercials on their clients. Using two areas of linguistics: bilingualism and sociolinguistics, this research also investigates why people in the Arab World prefer advertisements that use a mix of languages such as Arabic and English. To support my findings, I have collected data from international advertisements in the Arab World Additionally; I have conducted an online survey to elicit people's reactions toward bilingual advertisements. In the online survey, participants provided background information in order to determine their English language proficiency. In my analysis, I adopt a hybrid theory of both psycholinguistics and sociolinguistics. I hypothesize that both languages attract bilinguals, and the results have shown a clear case of hybrid theory in which the use of the first and the second languages in one advertisement attracts more customers. The reason behind the attraction to bilingual advertisements can be attributed to the fact that people in the Arab World associate English with higher levels of education and social class.

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Mar 23rd, 2:00 PM Mar 23rd, 3:00 PM

Bilingualism in Advertisements

Nesbitt 3213

Abstract

Media has a magical effect on people since it facilitates communication through the Internet, television, radio, and smartphones. Companies utilize these technology tools to persuade their customers to buy their products. They also pay a lot of attention to which language they use in their commercials. In fact, before advertising corporations launch their new campaigns, they intentionally study their market thoroughly by discovering their customers' language preferences. The purpose of this research is to study why advertising companies tend to make bilingual commercials and the effects of those commercials on their clients. Using two areas of linguistics: bilingualism and sociolinguistics, this research also investigates why people in the Arab World prefer advertisements that use a mix of languages such as Arabic and English. To support my findings, I have collected data from international advertisements in the Arab World Additionally; I have conducted an online survey to elicit people's reactions toward bilingual advertisements. In the online survey, participants provided background information in order to determine their English language proficiency. In my analysis, I adopt a hybrid theory of both psycholinguistics and sociolinguistics. I hypothesize that both languages attract bilinguals, and the results have shown a clear case of hybrid theory in which the use of the first and the second languages in one advertisement attracts more customers. The reason behind the attraction to bilingual advertisements can be attributed to the fact that people in the Arab World associate English with higher levels of education and social class.