Publication details [#60698]

Niekerk, Angelique van and Marthinus Conradie. 2015. The use of linguistic tokenism to secure brand loyalty: Code-switching practices in South African print advertising. Language Matters: Studies in the Languages of Africa 46 (1) : 117–138.
Publication type
Article in journal
Publication language
Place, Publisher


Code-switching from English to other languages in the English-ruled South African printscape is explored in support of two advertising goals, -fixing audience-advertiser relations, and fostering consumer brand connection-, after latter-day consumerism, related to identity performance. There is a notable contrast between code-switching from English to Afrikaans and to indigenous South African languages.