scholarly journals Code Mixing in Health and Hygiene Products Online Advertisements in Indonesia during COVID-19 Pandemic

2021 ◽  
Vol 8 (5) ◽  
pp. 225-230
Author(s):  
Ratna Sari Dewi ◽  
Rezky Khoirina Tarihoran
Keyword(s):  
Foreign Language ◽  
Native Language ◽  
Online Media ◽  
Language Usage ◽  
Advertising Appeals ◽  
Code Mixing ◽  
Emotional Appeals ◽  
Online Advertisements ◽  
Advertising Appeal

During the Covid-19 Pandemic, sales figures for health and hygiene products increased sharply. To promote their products, manufacturers take advantage of online media as a promotional medium for reasons of cutting costs and effectiveness. Advertisers employ a variety of creative strategies, including language usage. Certain advertisements incorporate a foreign language, such as English, into the native language. Code mixing is a sociolinguistic study that examines what happens when two languages are mixed in the same sentence in a multilingual society. The purpose of this study was to determine whether code mixing can be used to create advertising appeals in several health and hygiene products online advertisements, which according to Belch include rational and emotional appeals. Throughout the 12 health and hygiene products examined, various forms of code mixing were used as a form of advertising appeal, both rational and emotional. Code mixing can be used deliberately, for example, to attract millennial consumers. However, it could also be coincidental, as there is no equivalent word in Indonesian. Keywords: Code Mixing, Health and Hygiene Products, Online Advertisements.

scholarly journals Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media

2019 ◽  
Vol 11 (1) ◽  
pp. 34
Author(s):  
Mohamammad Toufiqur Rahman ◽  
Tanjina Pial
Keyword(s):  
Social Media ◽  
T Test ◽  
Age Group ◽  
Advertising Appeals ◽  
Online Purchase ◽  
Emotional Appeals ◽  
Advertising Appeal ◽  
Males And Females ◽  
Powerful Process ◽  
Buying Decisions

Advertising appeals is a powerful process for companies to influence customers’ buying decisions. The primary aim of this research is to figure out that every customer has the same impact on all advertising appeal or not and what sort of promotional appeal can be more easily and efficiently applied to consumers. To get the answer, the information was gathered by organized questionnaires from 82 people randomly in various regions in Bangladesh, who frequently do online purchase through social media, between April and July 2019. The research shows that most of the customers are influenced by both emotional and rational advertising appeals. From t-test it has been observed that both males and females are influenced by the same way whether the advertising positioning is rational or emotional. It has also been observed that all categories customers are influenced more by those emotional advertisements that depict sociality and in rational positioning, all are influenced that demonstrating the product uses, benefits and features. The age group ‘less than 30 years’ and the ‘students’ are more influenced by emotional than from rational appeals.

scholarly journals Muttersprache im Fremdsprachenunterricht - mehr als ein Ausweichmanöver?

2018 ◽  
Vol 34 ◽  
pp. 35-42 ◽  
Author(s):  
Luiza Ciepielewska
Keyword(s):  
Foreign Language ◽  
Native Language ◽  
Positive Influence ◽  
Language Usage ◽  
Language Class

The article deals with the role of the native language in a foreign language class. The practical aspects of moderate native language usage are discussed. Using concrete examples, the author discusses the positive influence of a native language on communication during foreign language class.

Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mojtaba Ghasemi Siani ◽  
Sardar Mohammadi ◽  
Mohammad Soltan Hosseini ◽  
Geoff Dickson
Keyword(s):  
Young Adult ◽  
Product Type ◽  
Design Data ◽  
Content Type ◽  
Advertising Appeals ◽  
Intention To Purchase ◽  
Emotional Appeals ◽  
Advertising Appeal ◽  
And Gender

PurposeThe purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.Design/methodology/approachThe study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).FindingsThe results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.Originality/valueThis is the first study to examine responses to rational and emotional appeals in sports product advertisements.

scholarly journals An Analysis of Code Mixing Used by A Singaporean Singer in Instagram’s Caption

2020 ◽  
Vol 4 (2) ◽  
pp. 107
Author(s):  
Tira Nur Fitria
Keyword(s):  
Foreign Language ◽  
English Language ◽  
Native Language ◽  
Word Class ◽  
Dominant Type ◽  
Outer Code ◽  
Code Mixing ◽  
Part Of Speech ◽  
Descriptive Qualitative

<p>This study aims to find out the type of code-mixing and the most dominant type of code-mixing used by Rosalina Musa in Instagram’s caption. This research is descriptive qualitative as the method of the research. From the result of the analysis shows an outer code mixing found in Rosalina Musa’s Instagram captions. It blends or mixes a native language with a foreign language. From the definitions stated, there are some types of code-mixing found in Rosalina Musa’s Instagram captions, they are the example is the English language is mixed with the Indonesian language. The forms of code-mixing usually appear in word, phrase, clause, hybrid, and repetition/reduplication. In a word, there are 152 data or 53.33 %. In a phrase, there are 113 data or 39.65 %. In the clause, there are 12 data or 4.21 %. In a hybrid, there are 6 data or 2.11 %. While in repetition/reduplication there are 2 data or 0.70 %. It also shows that the most dominant type of code-mixing found in Rosalina Musa’s Instagram captions appears in the word. The insertion of words here means the language unit that stands on its own, it consists of free morpheme sand bound morphemes. The words include some part of speech or word class, for example, noun, adjective, verb, conjunction, and adverb.</p>

scholarly journals A PHONETIC CONTRASTIVE ANALYSIS OF ENGLISH WORDS IN THREE JAPANESE SONGS BY AKB48

2016 ◽  
Vol 27 (3) ◽  
pp. 350
Author(s):  
Harwintha Y. Anjarningsih ◽  
Anisa Saraayu
Keyword(s):  
Foreign Language ◽  
Native Language ◽  
Data Sources ◽  
Language Usage ◽  
Contrastive Analysis ◽  
Popular Songs ◽  
Japanese Speakers ◽  
The Difference ◽  
The Relationship

Many studies have revealed how Japanese speakers pronounce English words differently. However, not much research has explained the causes of the difference, let alone relating such difference with native language interference. By drawing a comparison between the sound structures of the English and Japanese languages using Contrastive Analysis Hypothesis (CAH), we will see how native language may influence foreign language usage and cause pronunciation differences in popular songs. Transcriptions of three AKB48’s songs – Heavy Rotation, Sugar Rush, and Namida Surprise – will be used as the data sources to determine native language interference. Our findings show that additions of vowel sounds, changes of syllable, changes of height and place of vowel articulation, replacements of a consonant with another consonant, and elisions of consonants happened to the English words across the three songs. These phonetic changes should inform discussions about the relationship between lyrics and melody in songs that incorporate two or more languages (i.e., bilingual).

Eye Movements of Children and Adults While Reading Television Subtitles

2007 ◽  
Vol 12 (3) ◽  
pp. 196-205 ◽  
Author(s):  
Géry d'Ydewalle ◽  
Wim De Bruycker
Keyword(s):  
Eye Movements ◽  
Foreign Language ◽  
Age Differences ◽  
Information Sources ◽  
Native Language ◽  
Verbal Information ◽  
Single Text ◽  
Grade 5 ◽  
Reading Patterns ◽  
Attentional System

Abstract. Eye movements of children (Grade 5-6) and adults were monitored while they were watching a foreign language movie with either standard (foreign language soundtrack and native language subtitling) or reversed (foreign language subtitles and native language soundtrack) subtitling. With standard subtitling, reading behavior in the subtitle was observed, but there was a difference between one- and two-line subtitles. As two lines of text contain verbal information that cannot easily be inferred from the pictures on the screen, more regular reading occurred; a single text line is often redundant to the information in the picture, and accordingly less reading of one-line text was apparent. Reversed subtitling showed even more irregular reading patterns (e.g., more subtitles skipped, fewer fixations, longer latencies). No substantial age differences emerged, except that children took longer to shift attention to the subtitle at its onset, and showed longer fixations and shorter saccades in the text. On the whole, the results demonstrated the flexibility of the attentional system and its tuning to the several information sources available (image, soundtrack, and subtitles).

The Inscriptions on the Gravestones in the Croatian Villages of Slovakia, Chunovo and Jarovce: The Specificity of Mixing Graphics Systems

2019 ◽  
Vol 14 (1-2) ◽  
pp. 159-173
Author(s):  
Darya Yu. Vashchenko
Keyword(s):  
Foreign Language ◽  
Ethnic Group ◽  
Ethnic Groups ◽  
Native Language ◽  
Close Contact ◽  
Funerary Monuments ◽  
Traditional Spelling ◽  
The Family ◽  
High Degree ◽  
The Village

The article discusses the inscriptions on funerary monuments from the Croatian villages of Cunovo and Jarovce, located in the South of Slovakia, near Bratislava. These inscriptions reflect the complicated sociocultural situation in the region, which is particularly specific due to the fact that this territory was included to Slovakia’s territory only after 1946, while earlier the village was part of Hungary. In addition, the local Croatian ethnic group was actively in close contact with the German and Hungarian communities. At the same time, the orthographic norms of the literary Croatian, German, Hungarian, and Slovak languages, which could potentially be owned by the authors of the inscriptions, differ in many ways, despite the Latin alphabet used on all the gravestones. All this is reflected in the tombstones, representing a high degree of mixing codes. The article identifies the main types of fusion on the monuments: separate orthograms, writing the maiden name of the deceased in the spelling of her native language, the traditional spelling of the family name. In addition, the mixing of codes can be associated with writing feminitives, also order of name and surname within the anthroponym. Moreover, the settlements themselves represent different ethnic groups coexistence within the village. Gravestones from the respective cemeteries also differ from each other in the nature of the prevailing trend of the mixing codes. In Jarovce, where the ethnic groups live compactly, fusion is often presented as a separate foreign language orthograms. In Cunovo, where the ethnic groups constitute a global conglomerate, more traditional presents for a specific family spelling of the names on the monument.

Using rational and emotional appeals in online advertisements for Muslim customers

2014 ◽  
Vol 5 (1) ◽  
pp. 97-124 ◽  
Author(s):  
Mehdi Behboudi ◽  
Hossein Vazifehdoust ◽  
Kobra Najafi ◽  
Mina Najafi
Keyword(s):  
Latent Variables ◽  
Online Advertising ◽  
Product Involvement ◽  
Content Type ◽  
Factors Affecting ◽  
Advertising Appeals ◽  
Emotional Appeals ◽  
Advertising Strategies ◽  
Larger Sample ◽  
Selection Of

Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

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