Structural Constraints in Code‐Switched Advertising

Abstract

Code switching, the use of mixed-language expressions, is gaining prominence in advertising targeting linguistic minorities. Two studies investigate the existence of linguistic rules governing the use of code switching and identify situations in which those rules have a greater impact on persuasion. The studies extend Myers-Scotton's 1995 model of code switching by revealing an interaction between linguistic correctness and type of processing. More specifically, breaking the linguistic rules of code switching results in less persuasive messages but only when consumers process the ads in a highly data-driven mode. When consumers do not engage in highly data-driven processing, breaking linguistic rules does not influence persuasion. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..