Code Switching in Television Advertisements in Bangladesh: Features and Facts


Abstract views: 519 / PDF downloads: 58

Authors

  • Most Salma Akter Graduate, Department of English, Green University of Bangladesh salmaakter311299@gmail.com
  • Mohammad Golam Mohiuddin Assistant Professor, Department of English, Green University of Bangladesh
  • Umme Hani M Joher MPhil Fellow, University of Dhaka, Bangladesh, hanijoher2018@gmail.com

DOI:

https://doi.org/10.46291/cenraps.v5i2.105

Keywords:

code-switching, television, advertisement, impact, viewers

Abstract

Switching codes has been a strategic communication tool in today's world of business and trades, and it is largely noticeable in television advertisements. The paper explores the striking features of code switching and investigate the reasons behind Bangla-English code switching in Bangladeshi television advertisements and its impact on viewers. The study used a mixed method approach for data collection including questionnaire, semi structured interview and observations. The researchers conducted interview of advertising managers, questionnaire survey among students and mass people, and observed various TV channels to collect authentic data.  The results reveal that intra-sentential code switching is the most prominently employed type of code switching in television advertisements. The study also finds that code switching is used in television advertisements to attract and engage viewers, bridge lexical gaps, emphasize key points, and enhance contextual understanding. Besides, the results demonstrate that code switching has a notable impact on viewers, enhancing their ability to recall advertisements and influencing their purchasing decisions. The researchers recommend that advertisers should consider the social standing of their intended audience and determine whether code switching aligns well with both the product's image and the social identities of the consumers.

Keywords: code-switching, television, advertisement, impact on viewers

References

Abdullah, M., & Buriro, G. A. (2011). Code-switching in television talk shows and its

impact on viewers. International Research Journal of Arts and Humanities, 39(39), 13-20

Ahmed, T., Sultana, Z., Nabanee, T. I. & Mohiuddin, M. G. (2022). Code-switching tendency among

Bangladeshi undergraduate students: Reasons and Results. Green University Review of Social Sciences, 8(1), 77-92.

Alam, S. (2006). Code-mixing in Bangladesh: A case study of non-government white-collar

service holders and professionals. Asian Affairs, 28(4), 52-70.

Aorny, K. A., Haque, M. N., & Hossain, M. M. (2022). Code-switching and social media in

Bangladesh: Emergence of a new English. Linguistics Initiative, 2(2), 93-106.

Holmes, J. (1992). An Introduction to Sociolinguistics. Longman: London.

Hossain, P. T. (2016). Code switching in Bangladesh TV media while presenting and

communicating (Masters of Arts dissertation, BRAC University).

Jefkins, F. (2016). Advertising: Made Simple. Elsevier.

Kabir, K. W., & Mohiuddin, M. G. (2017). Code-Switching Among the Tertiary Level Students:

A Comparative Study at a Public and a Private University in Bangladesh. Green University Review of Social Sciences, 3(2), 80-100.

Poplack, S. (1980). Sometimes I’ll start a sentence in Spanish y termino en español: Toward a

typology of code-switching.

Rahman, S. & Mohiuddin, M.G. (2021). Code Switching at a Public University: A Study Among

Students of Science, Arts and Business Faculties. Journal of the Institute of Modern

Languages,31, 61-76.

Sultana, N. (2012). Bangla to English Code Switching in Bangladeshi Commercial Cinema.

Stamford Journal of English, 7, 263-285.

Wardhaugh, R. (2006). Sociolinguistics. Victoria, Australia: Blackwell Publishing.

Downloads

Published

2024-01-28

How to Cite

Akter, M. S., Mohiuddin, M. G., & Joher, U. H. M. (2024). Code Switching in Television Advertisements in Bangladesh: Features and Facts. CenRaPS Journal of Social Sciences, 5(2), 92–106. https://doi.org/10.46291/cenraps.v5i2.105

Issue

Section

Articles