The Impact Of Internet Slang On Advertising Effectiveness Based On Code-switching

With the development of social economy,the use of Internet slang penetrates into the communication behavior,language,social psychology and other aspects.Many corporates have adopted the Internet slang in order to achieve good advertising results.For the study of network language,the current studies focus on linguistics.Practice for the advertising effect using Internet slang has no empirical support.On the other hand,from the code-switching's view,the current studies focus on bilingual language,standard language–dialect.Internet slang-standard language is not involved.Therefore,it is necessary to study the advertising effect of different embedded languages.I add the product category and the appeal way to this study and take experimental method and eye movement equipment.Through controlling different advertising languages,I compare the difference of standard language-Internet slang and Internet slang-standard language,therefore study the impact of advertising attention,brand awareness and product evaluation.Depth analysis of different product categories and different demands,so as to achieve good advertising results.The study is divided into two experiments,experiment 1 explores the impact of different ad language types on ad's attention.The results show that: standard language-Internet slang can achieve a more positive advertising attention whatever product categories.Experiment 2 uses 3(ad language type: standard language vs.Internet slang-standard language vs.standard language-Internet slang)* 2(product category:essential goods vs.luxury goods;Sensibility demand appeals vs.rational appeals).The results show that: standard language-Internet slang can achieve a more positive advertising attitude whatever product categories.Under the conditions of emotional appeal,standard language-Internet slang can achieve a more positive advertising attitude;under the conditions of demand appeal,the ad language types have no significant effect on advertising attitude.Under the conditions of emotional appeal,standard language-Internet slang can achieve a more positive advertising attention;under the conditions of demand appeal,Internet slang-standard language can achievea more positive advertising attention.These results provide a reference and basis for the use of different forms advertisements,the use of advertisements under different product categories and demands in the future.