IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v17y2018i1p109-124.html
   My bibliography  Save this article

An empirical study of the language of brand taglines: a code mixing approach

Author

Listed:
  • Priyanka Pareek
  • V.V. Ravi Kumar

Abstract

Language is a vital tool of communication which takes deliberate use of thoughts and feelings to express explicitly. With this underlying idea, the paper seeks to understand the association and connection of code-mixed language of taglines which is defined as the mixing and embedding of two different linguistic units from two different grammatical systems. Data was collected from 111 professionals in the creative field to understand the impact of code mixed taglines on customers and lexical analysis of selected taglines from the linguistic point of view used in branding of different products in print advertisements. The quantitative research work helps to understand the importance of use of code mixed taglines that are influential in making the brand memorable and unique. The results of the study will help copywriters and advertisement scriptwriters to be more precise with the demand and change of language in the current scenario.

Suggested Citation

  • Priyanka Pareek & V.V. Ravi Kumar, 2018. "An empirical study of the language of brand taglines: a code mixing approach," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 17(1), pages 109-124.
    • Handle: RePEc:ids:ijicbm:v:17:y:2018:i:1:p:109-124
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=93023
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:17:y:2018:i:1:p:109-124. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.