The Effect Of Code-switching On Advertising Effectiveness: Comparing Internet Slang And Standard Language

With the rapid development of Internet,internet slang is a new and interesting language form,which has been widely used in advertising.Moreover,as a variant of the standard language,the internet slang is not completely independent of the standard language,and both of them appear in advertisements.However,there is no empirical evidence for the existence of the directional effect of network language and standard language.In order to investigate whether the direction effect of code switching exist in internet slang and standard language,the thesis has grouping comparison on embedded internet slang and embedded standard language by using experiment method,and introduce without code-switching standard language group as the reference group to test the code-switching direction effect and the difference between code-switching and non code-switching.In addition,in order to explore whether different products are suitable for different types of language,this thesis also examines the interaction effect between the embedded form of advertising language and product categories.In this thesis,we test the main effect and interaction effect by two experiments(embedded internet slang VS embedded standard language VS)* 2(High-perceived risk product VS Low-perceived risk product).In experiment one,the eye movement is used to measure the level of attention.By observing the number of fixation,fixation time and pupil diameter of 6 groups different participants,the differences of advertising attention caused by different language forms are studied.The results show that the participants had more fixation numbers and more enlarged pupil diameter on embedded intenet slang ads.The advertising attitude of low-perceived risk products embedded internet slang is better than the embedded standard language,but the two embedding methods have no significant effect on product evaluation.High-perceived risk products ads use embedded network language to get a higher level of advertising attention,while low-perceived risk products use embedded standard language advertising to get more attention level.Whether it is a high-perceived risk product or a low-perceived risk product,the use of standard language forms of advertising attention is the worst.Experiment two choose “Aojiao”,"Baobao" and other popular language of internet,and applies it to the 5 high-perceived risk products and 5 kinds of low-perceived risk products ads.The 30 different advertisements were randomly assigned to different participants,and the differences between different groups of participants in advertising attitude and product evaluation are measured.The results show the advertising embedded network language has a positive attitude toward advertising and product evaluation than embedding the standard language,and the two advertising in the form of embedded language are better than the standard form.There is an interaction effect between the product category and the embedded form of advertising language,high-perceived risk product advertising has no significant effect on advertising attitude and product evaluation using embedded standard language or embedded internet slang.Whether it is a high-perceived risk product or a low-perceived risk product,the use of standard language form is the worst.This thesis study code switching direction effect of two kinds of pictographic,providing some guidance to use the network language better,and at the end of the article also pointed out the limitations and possible directions for future research.