Introduction Literature review Methodology Findings & Discussion Limitations Conclusion
A. Code-switching › › › ›
Using another language choice within an utterance of the host language (Myers-Scotton, 1993) Not integrated into the native grammar [as opposed to borrowing] (Romaine, 1995) Simpler language choice for certain topics (Holmes, 2008) Lexical gap (Li, 2008)
B. Code-switching in Hong Kong ›
›
Colonial history : common phenomenon (Pennington, 1998) Mostly intrasentential & noun phrases (Leung, C. 2006)
C. Code-switching print advertising in Hong
Kong › › ›
Advertising aims to be persuasive (Leung, 2010) Code-switches attract additional attention (Luna & Peracchio, 2005) Young & professional audience is more open to code-switching (Leung, C.H. 2010)
1. How do the syntactic patterns of code-
switches differ between MTR and campus posters? 2. How do the pragmatic patterns of
code-switches differ between MTR and campus posters?
1. Both MTR and Campus posters follow codeswitching syntactic patterns of print advertisements Mostly intrasentential & mainly noun phrases
›
2. The location affects the topics and functions of code-switching: MTR posters
Advertise products
Focus on grabbing attention rather than high solidarity
Campus posters
Advertise events Focus on high solidarity
Significance & purpose › Lack of research on code switching in posters › MTR & campus
Data collection: › Photos of 45 MTR advertisements (ETST, TST, Hung Hom, Admiralty, Central, Kowloon Tong, Jordan)
› Photos of 47 campus posters (PolyU, BU, UST, CityU)
Syntactic pattern › Level (intrasentential/ intersentential/ intraword) › Word class
Pragmatic pattern › Topics › Functions 1) Lexical gap 2) Simpler/ Shorter 3) Technical terms
4) Rhyming 5) Bilingual punning 6) Euphemism
› Topic categorization A
Excluded from analysis
Borrowing
Proper nouns
Vernacular
BB
PolyU Microfund
Lam lam 脷
Orientation camp ⇨Ocamp/ OC/ O
“e-fair daily” (magazine name)
Icafe,C A star X Ming 仔 城市棟篤笑唱會
Click
Cash dollar
唔 chok 唔舒服
folder
the 22nd joint colleges, Judo Competition
快D
No.
Light+Building 2012
present
Hong Kong Optical 2012
升 cup
A day in Metropoli 音樂會
Grade 12
Pre-AD
3D
DBA
USB
Green e-news
sms
Green banking
pm
word (software)
ml
ď‚ž
Syntactic pattern › level Campus
MTR
intraword, 1
intraword, 2
intersentential, 17
intersentential, 15
intrasentential, 29
Syntactic pattern › word class
Event
level
Campus
MTR
total
4
2
Intersentential
3
1 “bridal gowns Catwalk show”
Intrasentential
“band show, 時裝秀。 ” (si4 zong1 sau3) 1
“ 世界巡迴 SHOW”
intraword
“ 有 game 玩，有獎 抽！” (jau5 game waan4*2 jau5 zoeng2 cau1) 0
1
0
Event level
Campus
MTR
total
4
2
Intersentential
3
1 “bridal gowns Catwalk show”
Intrasentential
“band show, 時裝秀。” (si4 zong1 sau3) 1
“ 世界巡迴 SHOW”
intraword
“ 有 game 玩，有獎 抽！” (jau5 game waan4*2 jau5 zoeng2 cau1) 0
Functions: simpler
1
0
Event
level
Campus
MTR
total
4
2
Intersentential
3
1 “bridal gowns Catwalk show”
Intrasentential
“band show, 時裝秀。” (si4 zong1 sau3) 1
intraword
“ 有 game 玩，有獎抽！” “ 世界巡迴 SHOW” (jau5 game waan4*2 jau5 zoeng2 sai3gaai3ceon4 wui4 cau1) show 0 0
1
Function: simpler
Jargon Level
Campus
MTR
Total
8
0
Intersentential
1
0
House Cap Intrasentential
7
0
“freshmen 等緊你 !!”
/
(dang2 gan2 nei5) intraword
0
0
Jargon Level
Campus
MTR
Total
8
0
Intersentential
1
0
House Cap Intrasentential
7
0
“freshmen 等緊你 !!”
/
(dang2 gan2 nei5) intraword
0
0
Function: technical terms
A
Location
level
Campus
MTR
total
14
1
Intersentential
6
0
“ 報名方法： civil counter(outside civil barn)” bou 3 ming 4 fong 1 faat 3: civil counter(outside civil barn) Intrasentential
Intraword
8
1
“ 到 canteen 對 面”
“3 楼中庭 Shop 309R1”
dou 3 canteen deoi 3 min 6 0
Saam 1 lau 4 zung 1 ting 4 Shop 309 R1 0
A
Location
level
Campus
MTR
total
14
1
Intersentential
6
0
“ 報名方法： civil counter(outside civil barn)” bou 3 ming 4 fong 1 faat 3: civil counter(outside civil barn) Intrasentential
8
1
“ 到 canteen 對面”
“3 楼中庭 Shop 309R1” Saam 1 lau 4 zung 1 ting 4 Shop 309 R1 0
dou 3 canteen deoi 3 min 6 Intraword
0
Functions: simpler
A
Location
level
Campus
MTR
total
14
1
Intersentential
6
0
“ 報名方法： civil counter(outside civil barn)” bou 3 ming 4 fong 1 faat 3: civil counter(outside civil barn) Intrasentential
Intraword
8
1
“ 到 canteen 對 面”
“3 楼中庭 Shop 309R1”
dou 3 canteen deoi 3 min 6 0
Saam 1 lau 4 zung 1 ting 4 Shop 309 R1 0
#
Number
level
Campus
MTR
total
3
10
Intersentential
1
0
Quota:40 ( 先到先得，額滿 即止 ) Intrasentential
sin1dou3sin1dak1,ngaak6m un5zik1zi2 2
會員 no., 學生 no. wui6 jyun4 no. hok6 sang1 no. intraword
0
9
“ 全球 No.1 樂器製造商 ” Cyun4 kau4 no.1 ngok6 hei3 zai3 zou6 soeng1 1 “ 优惠齐 fun 享”
#
Number
level
Campus
MTR
total
3
10
Intersentential
1
0
wui6 jyun4 no. hok6 sang1 no.
Quota:40 ( 先到先得，額滿 即止 ) Intrasentential
sin1dou3sin1dak1,ngaak6m un5zik1zi2 2
會員 no., 學生 no. wui6 jyun4 no. hok6 sang1 no. intraword
0
Function: simpler
9
“ 全球 No.1 樂器製造商 ” Cyun4 kau4 no.1 ngok6 hei3 zai3 zou6 soeng1 1 “ 优惠齐 fun 享”
#
Number
level
Campus
MTR
total
3
10
Intersentential
1
0
Quota:40 ( 先到先得，額滿即 止) Intrasentential
intraword
sin1dou3sin1dak1,ngaak6mun 5zik1zi2 2
9
會員 no., 學生 no.
“ 全球 No.1 樂器製造商”
wui6 jyun4 no. hok6 sang1 no. 0
Cyun4 kau4 no.1 ngok6 hei3 zai3 zou6 soeng1 1 “ 优惠齐 fun 享”
!
Slogan
level
Campus
MTR
total
2
14
Intersentential
1
12
Intrasentential
好令呀 !! I love it. hou2 leng3 aa3 I love it. 0
it is possible
2 Always 幫到你！
intraword
1
0
Be 堅。 Begin Be gin1. Begin
/
!
Slogan
level
Campus
MTR
total
2
14
Intersentential
1
12
Intrasentential
好令呀 !! I love it. hou2 leng3 aa3 I love it. 0
it is possible
2 Always 幫到你！
intraword
1
0
Be 堅。 Begin
/
Be gin1. Begin
!
Slogan
level
Campus
MTR
total
2
14
Intersentential
1
12
Intrasentential
好令呀 !! I love it. hou2 leng3 aa3 I love it. 0
It is possible 2 Always 幫到你！
intraword
1
0
Be 堅。 Begin Be gin1. Begin
/
Technological/ scientific level
Campus
MTR
total
3
8
Intersentential
0
1
“ 儀器纖體療程 extracorporeal shockwave lipolysis” Intrasentential
3 “Facebook 中最多 人 Like 的 status” Facebook zung1 zeoi3 do1 jan4 like dik1 status
ji4 hei3 cim1tai2 liu4cing4 7 添加 GOS 及 FOS 益生纖維 tin 1 gaa 1 GOS gap 6 FOS jik 1 saang 1 hin 1 wai 4
Technological/ scientific level
Campus
MTR
total
3
7
Intersentential
0
0
Intrasentential
3
7
“Facebook 中最多人 Like 的 status”
添加 GOS 及 FOS 益生纖維 tin 1 gaa 1 GOS gap 6 FOS jik 1 saang 1 hin 1 wai 4
Facebook zung1 zeoi3 do1 jan4 like dik1 status Functions: simpler + bilingual punning
Technological/ scientific level
Campus
MTR
total
3
7
Intersentential
0
0
Intrasentential
3
7
“Facebook 中最多人 Like 的 status” Facebook zung1 zeoi3 do1 jan4 like dik1 status
添加 GOS 及 FOS 益生纖維 tin 1 gaa 1 GOS gap 6 FOS jik 1 saang 1 hin 1 wai 4
Functions: simpler + Technical terms + lexical gap
ď‚ž
Pragmatic patterns › Functions
1) Lexical gap 2) Simpler/ Shorter 3) Technical term 4) Rhyming 5) Bilingual punning 6) Euphemism Others: creativity, habits, stylish, shorten or enlarge the distance, etc.
lexical gap
simpler/ technical rhyming bilingual shorter terms punning
euphemism
Pragmatic pattern (Topics) › Jargon:
Campus : specific audience; MTR: general public
› Location :
(Campus): to align with audience; official unofficial names
› Number:
Campus: event MTR: attract to buy product -->discount & rank
› Slogan:
Campus: colloquial MTR: call for action & attention-grabbing; distance
› Technological:
distance MTR > Campus
“Speculation” about motivation and function of code switches future research: questionnaires, interviews for poster creators & audience
Difficulty in assigning topic categories
1. Hypothesis proved MTR & Campus posters (syntactic patterns) Mostly intrasentential & mainly noun phrases No significant contrast
2. Hypothesis partially proved Location affects context (pragmatic patterns) yet: “simpler” is the major function for both locations
MTR posters:
Advertise products: mostly slogan & number code-switching • more bilingual punning/rhyming [ Grabbing attention rather than high solidarity]
Campus posters
Advertise events: mostly jargon & location code-switching • technical terms for academic context [High solidarity rather than grabbing attention]
Holmes, J. (2008). An Introduction to Sociolinguistics (3rd ed). Pearson Educated. Li, C. S. (2008). Understanding mixed code and classroom code-switching: myths and realities. New Horizosns in Education, 56(3) , 75-87. Leung, C. (2006). Codeswitching in print advertisements in Hong Kong and Sweden. Unpublished doctoral thesis, Lund University, Lund, Sweden. Leung, C. H. (2010a). An Empirical Study on Code Mixing in Print Advertisements in Hong Kong. Asian Journal of Marketing, 4(2), 49-61. Luna, D., & Peracchio, L. A. (2005). Advertising to Bilingual Consumers: The Impact of Code窶心witching on Persuasion. The Journal of Consumer Research, 31(4), 760-765. Myers-Scotton, C. (1993). Duelling Languages: Grammatical Structures in Codeswitching. Oxford: Clarendon Press; New York: Oxford University Press. Pennington, M. C. (1998). The folly of language planning; Or, A brief history of the English language in Hong Kong. English Today 54, 14(2), 25-30. Romaine, Suzanne. (1995) Bilingualism. 2nd ed. Oxford: Blackwell.