Year: 2016
Type: conference-paper
Study design: Observational Study
Abstract: This paper highlights the increasing role of code-switching to English in the context of global transformations and focuses on its symbolic usage in German advertising discourse. A survey conducted among the German-speaking community was aimed at finding out what socio-cultural values English conveys and how native speakers perceive the presence of English-inserted elements in an advertisement. The findings show that code-switching to English is considered a complex phenomenon that has both positive and negative aspects, which testifies to its ambiguous axiological status.
Author: Anna V. Zhiganova
Institution: Linguistics University of Nizhny Novgorod
Language: English
Subfield: Linguistics and Language
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2562956709