The use of code-mixing in Indian billboard advertising
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 previousl...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2015
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| Online Access: | https://hdl.handle.net/10356/103238 http://hdl.handle.net/10220/38747 |
| _version_ | 1811692019130564608 |
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| author | Kathpalia, Sujata S. Ong, Kenneth Keng Wee |
| author2 | School of Humanities and Social Sciences |
| author_facet | School of Humanities and Social Sciences Kathpalia, Sujata S. Ong, Kenneth Keng Wee |
| author_sort | Kathpalia, Sujata S. |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T06:29:07Z |
| format | Journal Article |
| id | ntu-10356/103238 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:29:07Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/1032382020-03-07T12:10:41Z The use of code-mixing in Indian billboard advertising Kathpalia, Sujata S. Ong, Kenneth Keng Wee School of Humanities and Social Sciences Language and Communication Centre 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. Accepted version 2015-09-25T05:55:24Z 2019-12-06T21:08:09Z 2015-09-25T05:55:24Z 2019-12-06T21:08:09Z 2015 2015 Journal Article Kathpalia, S. S., & Ong, K. K. W. (2015). The use of code-mixing in Indian billboard advertising. World Englishes, 34(4), 557-575. 0883-2919 https://hdl.handle.net/10356/103238 http://hdl.handle.net/10220/38747 10.1111/weng.12159 en World Englishes © 2015 John Wiley & Sons Ltd. This is the author created version of a work that has been peer reviewed and accepted for publication by World Englishes, John Wiley & Sons Ltd. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1111/weng.12159]. application/msword |
| spellingShingle | Kathpalia, Sujata S. Ong, Kenneth Keng Wee The use of code-mixing in Indian billboard advertising |
| title | The use of code-mixing in Indian billboard advertising |
| title_full | The use of code-mixing in Indian billboard advertising |
| title_fullStr | The use of code-mixing in Indian billboard advertising |
| title_full_unstemmed | The use of code-mixing in Indian billboard advertising |
| title_short | The use of code-mixing in Indian billboard advertising |
| title_sort | use of code mixing in indian billboard advertising |
| url | https://hdl.handle.net/10356/103238 http://hdl.handle.net/10220/38747 |
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