Language Choice in Swahili Newspaper Advertising in Tanzania  

作　　者：Josephine Dzahene-Quarshie 

机构地区：[1]University of Ghana, Legon, Accra-Ghana

出　　处：《US-China Foreign Language》2013年第6期447-460,共14页美中外语（英文版）

摘　　要：This paper presents a study on the use of Swahili and English as language choice for advertising in Swahili newspapers in Tanzania. In the literature, it has been posited that bilingual advertising is fast becoming a global trend and that the use of a prestigious L2 （second language） （often English） with a local languages tends to have positive associations for the audience and symbolises modernity and a cosmopolitan identity. In terms of language choice for advertising in Swahili newspapers three trends are observed. Some advertisements are monolingual; Swahili, or English and others are bilingual; Swahili code-switched with English or English code-switched with Swahili. From the data made up of 158 advertisements from 13 issues of three Swahili dailies, this paper examines the choice of language for particular categories of advertisements and discusses the socio-pragmatic factors that may trigger such choice against the claims made by various studies on bilingual advertising. The findings indicate that language choice is largely pragmatically motivated and may be dependent on the type of advertisement, its target audience and to some extent its source.

关 键 词：language choice ADVERTISING ADVERTISEMENT CODE-SWITCHING bilingual advertisement NEWSPAPER 

分 类 号：F713.8[经济管理—广告] G216[经济管理—产业经济]