The use of code-mixing in Indian billboard advertising

ABSTRACT 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...

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Bibliographic Details
Published inWorld Englishes Vol. 34; no. 4; pp. 557 - 575
Main Authors KATHPALIA, SUJATA S., WEE ONG, KENNETH KENG
Format Journal Article
LanguageEnglish
Published Oxford Blackwell Publishing Ltd 01.12.2015
Subjects
Advertisements
Code switching
English language
Hindi language
Language use
Linguistics
Motion pictures
Outdoor advertising
India
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Summary:ABSTRACT 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.
Bibliography:ark:/67375/WNG-FFTM4R1G-Z
ArticleID:WENG12159
istex:69712EDE9DE7C748FDA313BCC2503056D3DD53F6
ISSN:0883-2919
1467-971X
DOI:10.1111/weng.12159