Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya
Despite the various researches conducted on the impact of code switching in the marketing field, little is known about the impact of code switching between Bahasa Malaysia and English in advertisements. Therefore this study intended to investigate the impact of usage of code switching between these...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universiti Teknologi MARA, Negeri Sembilan
2013
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| Online Access: | https://ir.uitm.edu.my/id/eprint/29250/ |
| _version_ | 1848807187674038272 |
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| author | Sulaiman, Shairah Hana Rahim, Muhamad Izzat Yahaya, Mohamad Hanis |
| author_facet | Sulaiman, Shairah Hana Rahim, Muhamad Izzat Yahaya, Mohamad Hanis |
| author_sort | Sulaiman, Shairah Hana |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | Despite the various researches conducted on the impact of code switching in the marketing field, little is known about the impact of code switching between Bahasa Malaysia and English in advertisements. Therefore this study intended to investigate the impact of usage of code switching between these two languages in advertisements. Local students studying in local universities were used as the target group (N=30). The aims of this study were to investigate the
attitude towards such advertisements, the reasons behind the perceptions and the impact of such advertisement on its persuasion level. It was found that the respondents have positive perceptions towards code-switched advertisements. Hence, the findings suggest that code
switching is a good marketing skill as it is perceived as effective, influential and creative. |
| first_indexed | 2025-11-14T22:38:50Z |
| format | Article |
| id | uitm-29250 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:38:50Z |
| publishDate | 2013 |
| publisher | Universiti Teknologi MARA, Negeri Sembilan |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-292502020-04-07T18:54:36Z https://ir.uitm.edu.my/id/eprint/29250/ Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya joa Sulaiman, Shairah Hana Rahim, Muhamad Izzat Yahaya, Mohamad Hanis Code switching Malaysia Psychological aspects Social aspects PE English language Despite the various researches conducted on the impact of code switching in the marketing field, little is known about the impact of code switching between Bahasa Malaysia and English in advertisements. Therefore this study intended to investigate the impact of usage of code switching between these two languages in advertisements. Local students studying in local universities were used as the target group (N=30). The aims of this study were to investigate the attitude towards such advertisements, the reasons behind the perceptions and the impact of such advertisement on its persuasion level. It was found that the respondents have positive perceptions towards code-switched advertisements. Hence, the findings suggest that code switching is a good marketing skill as it is perceived as effective, influential and creative. Universiti Teknologi MARA, Negeri Sembilan 2013 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/29250/1/29250.pdf Sulaiman, Shairah Hana and Rahim, Muhamad Izzat and Yahaya, Mohamad Hanis (2013) Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya. (2013) Journal of Academia <https://ir.uitm.edu.my/view/publication/Journal_of_Academia.html>, 3 (1). pp. 66-76. ISSN 2289-6368 https://nsembilan.uitm.edu.my/joacns/ |
| spellingShingle | Code switching Malaysia Psychological aspects Social aspects PE English language Sulaiman, Shairah Hana Rahim, Muhamad Izzat Yahaya, Mohamad Hanis Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya |
| title | Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya |
| title_full | Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya |
| title_fullStr | Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya |
| title_full_unstemmed | Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya |
| title_short | Malaysians perception on code-switched advertisement / Shairah Hana Sulaiman, Muhamad Izzat Rahim and Mohamad Hanis Yahaya |
| title_sort | malaysians perception on code-switched advertisement / shairah hana sulaiman, muhamad izzat rahim and mohamad hanis yahaya |
| topic | Code switching Malaysia Psychological aspects Social aspects PE English language |
| url | https://ir.uitm.edu.my/id/eprint/29250/ https://ir.uitm.edu.my/id/eprint/29250/ |