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The mixing of English in magazine advertisements in Taiwan

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Abstract:

ABSTRACT: 

The current study investigates code-mixing between Chinese and English in magazine advertisements in Taiwan. A total of 226 code-mixed sentences were collected from 64 volumes of 43 different magazines published in Taiwan in 2004. The linguistic analysis reveals that the top ten frequently used English expressions are Spa, e, easy, No. 1, VIP, DIY, M, bye (bye-bye), fun, and ok, and noun phrases account for nearly half of all the English expressions used. It was found that English is often used to add to the colorfulness and attraction of an ad. A questionnaire survey was also conducted to find out people's attitudes toward code-mixing in advertising. The results of the survey indicate that most respondents view the use of English quite positively.

Document Type: Research Article

DOI: http://dx.doi.org/10.1111/j.1467-971X.2006.00467.x

Affiliations: Department of English, National Taiwan Normal University, 3F, No. 152, Sec. 1, Fusing E. Rd., Jhubei City, Hsinchu County, 302, Taiwan., Email: wychen66@hotmail.com

Publication date: August 1, 2006

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