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- Title
The mixing of English in magazine advertisements in Taiwan.
- Authors
Wei-Yu Chen, Cheryl
- Abstract
The current study investigates code-mixing between Chinese and English in magazine advertisements in Taiwan. A total of 226 code-mixed sentences were collected from 64 volumes of 43 different magazines published in Taiwan in 2004. The linguistic analysis reveals that the top ten frequently used English expressions are Spa, e, easy, No. 1, VIP, DIY, M, bye (bye-bye), fun, and ok, and noun phrases account for nearly half of all the English expressions used. It was found that English is often used to add to the colorfulness and attraction of an ad. A questionnaire survey was also conducted to find out people's attitudes toward code-mixing in advertising. The results of the survey indicate that most respondents view the use of English quite positively.
- Subjects
ENGLISH language usage; MIXED languages; MAGAZINE advertising; METALANGUAGE; LINGUISTIC analysis; VARIATION in language; BILINGUAL method in English language education
- Publication
World Englishes, 2006, Vol 25, Issue 3/4, p467
- ISSN
0883-2919
- Publication type
Article
- DOI
10.1111/j.1467-971X.2006.00467.x