The use of code-mixing in Indian billboard advertising
Kathpalia, Sujata S.
Ong, Kenneth Keng Wee
Date of Issue2015
School of Humanities and Social Sciences
Language and Communication Centre
One major area of interest in the study of contemporary linguistic landscapes worldwide is the interaction of English with local languages in public spaces. One such example of this is the use of ‘Hinglish’ in Indian media, particularly in Indian advertising. Although some researchers have previously investigated Hindi-English code-switching in Bollywood films as well as print advertisements, relatively little research has been done on the interplay of these two languages on billboards. This current study aims to analyze this aspect of Hindi-English code-mixing involving literary devices in the ‘Amul butter’ advertising campaign which uses billboards to advertise its product throughout India.
© 2015 John Wiley & Sons Ltd. This is the author created version of a work that has been peer reviewed and accepted for publication by World Englishes, John Wiley & Sons Ltd. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1111/weng.12159].