RU
Philology. Theory & Practice
  • Original research article
  • April 18, 2014
  • Open access

THE SYMBOLIC USE OF CODE SWITCHING IN ADVERTISING: DIACHRONIC PERSPECTIVE

Full
text RU

Abstract

The article is devoted to investigating the specifics of the symbolic aspect of code switchings by the material of German advertising discourse. The comparative analysis of the functioning of code switching in advertising addresses of the modernity and the beginning of the second half of the XX century represents the extension of the symbolic role of English inclusions. At the modern stage the English language is capable not only of announcing the advertised object as a product of the English-language culture but of representing values topical for the epoch of globalization.

References

  1. Гаврилова В. Г. Этноидентифицирующая функция переключения и смешения кодов // Филологические науки. Вопросы теории и практики. Тамбов: Грамота, 2013. № 6 (24). С. 53-57.
  2. Проценко Е. А. Проблема переключения кодов в зарубежной лингвистике // Вестник ВГУ: Лингвистика и межкультурная коммуникация. 2004. № 1. С. 123-127.
  3. Alverde. 2014. März.
  4. Barthes R. Mythologies / trans. A. Lavers. N. Y., NY: Hill & Wang, 1972. 160 p.
  5. Berliner Zeitung. 1966. September.
  6. Bild. 1965. Juni.
  7. Focus. 2013. September. № 39.
  8. Focus. 2013. November. № 46.
  9. Frankfurter Allgemeine Zeitung. 1960. April.
  10. Frankfurter Allgemeine Zeitung. 1970. Januar.
  11. Frankfurter Allgemeine Zeitung. 1970. Februar.
  12. Frankfurter Allgemeine Zeitung. 1970. Mai.
  13. Frankfurter Allgemeine Zeitung. 2013. Februar.
  14. Freiheit. 1968. August.
  15. Heller M. Code Switching and the Politics of Language // One Speaker, Two Languages: Cross-Disciplinary Perspectives on Code-Switching / L. Milroy, P. Muysken. Cambridge: Cambridge University Press, 1995. P. 158-174.
  16. Karstadt. 2013. Winter. № 5.
  17. Kelly-Holmes H. Advertising as Multilingual Communication. N. Y.: Palgrave MacMillan, 2005. 206 p.
  18. Newmark P. A Textbook of Translation. N. Y.: Prentice-Hall International, 1988. 292 p.
  19. Peugeot Ausgabe. 2014. Januar.
  20. Spiegel. 2013. Juni. № 23.
  21. Villeroy & Boch. 2013. Dezember.
  22. Yves Rocher. 2013. Dezember.

Author information

Anna Vladimirovna Zhiganova

Linguistics University of Nizhny Novgorod

About this article

Publication history

  • Published: April 18, 2014.

Keywords

  • переключение кода
  • английский язык
  • рекламный дискурс
  • глобализация
  • социолингвистика
  • code switching
  • the English language
  • advertising discourse
  • globalization
  • sociolinguistics

Copyright

© 2014 The Author(s)
© 2014 Gramota Publishing, LLC

User license

Creative Commons Attribution 4.0 International (CC BY 4.0)