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題名 Functions of the Use of English in Advertising: A Content Analysis of Taiwanese Magazines
作者 萩原茂樹
Shigeki Jack Hagihara
貢獻者 鄭怡卉
Cheng, I-Huei
萩原茂樹
Shigeki Jack Hagihara
關鍵詞 advertising
English
Function
code-mixing
code-switching
advertising
English
Function
code-mixing
code-switching
日期 2008
上傳時間 18-九月-2009 19:46:24 (UTC+8)
摘要 無
The purpose of this study is; to review literature on bilingual speech and advertising and summarize the functions of the use of English in advertising; and conduct a content analysis to study the functions in print advertisements in two Taiwanese magazines (ViVi and Business Weekly) as well as to find correlations between advertisement attributes (country-of-origin, parts of an ad, product categories, and advertising appeals) and the functions.

First, past literature in advertising and linguistics are reviewed. In summary, there are six code-mixing functions of the use of English in advertising in linguistic aspects, which include: 1) Referential Function, 2) Poetic Function, 3) Direct Quotation Function, 4) Reiteration Function, 5) Ease of Expression Function, and 6) Euphemism Function. Then, print advertisements in two Taiwanese magazines (ViVi and Business Weekly) will be analyzed in the content analysis. There are five research questions: 1) To what extent are the functions of the use of English present in print ads in magazines?, 2) Are there any correlations between country-of-origin and the functions?, 3) Are there any correlations between the parts of an ad and the functions?, 4) Are there any correlations between product categories and the functions?, 5) Are there any correlations between advertising appeals and the functions?

The content analysis showed that all six functions were present in print advertising in Taiwan, with Ease of Expression Function to be the most frequent one, and Euphemism to be the least. The results also showed that there are correlations between the parts of an ad (slogan, headlines and subheadlines, and body copy) and the functions, but no correlations were found between country-of-origin and the functions, or between advertising appeals and the functions.
參考文獻 References in English Language
1. Abernethy, A. M. and Franke, G. R. (1996). The information content of advertising: A meta-analysis. Journal of Advertising. 25(2) 1-17.
2. Ahn, J. and Carrie, L. F. (2008). Enhancing Recall and Recognition For Brand Names And Body Copy: A Mixed-Language Approach. Journal of Advertising, 37(3), 107-117.
3. Appel, R. and Muysken, P. (1987). Language Contact and Bilingualism. London: Edward Arnold.
4. Bhatia, T. K. (1992). Discourse Functions and Pragmatics of Mixing: advertising across cultures. World Englishes, 11(2), 195-215.
5. Bhatia, T. K. and William C. R. (1989). Introduction: Current issues in mixing. World Englishes, 8(3), 261-264.
6. Chang, S. C. (2001). Code-mixing of English and Taiwanese in Mandarin Discourse. National Taiwan Normal University. Master Thesis.
7. Chang, Y. F. (2006). On the use of the immediate recall task as a measure of second language reading comprehension. Language Testing, 23(4), 520-543.
8. Chebat, J. C., Gelinas-Chebat, C., Hombourger, S., and Woodside, A. G. (2003). Testing consumers` motivation and linguistic ability as moderators of advertising readability. Psychology & Marketing, 20(7), 599-624.
9. Chen, C. W. Y. (2006). The mixing of English in magazine advertisements in Taiwan. World Englishes, 25(3/4), 467-478.
10. Cutler, B. D. and Javalgi, R.G. (1993). Analysis of print ad features: Services versus products. Journal of Advertising Research, 33, 62-69.
11. Cutler, B. D., Javalgi, R.G., and White, D.S. (1995). The Westernization of Asian Print Advertising. Journal of International Consumer Marketing, 7(4), 23-37.
12. Gerritsen, M., Korzilius, H., Meurs, F. van, and Gijsbers, I. (2000). English in Dutch commercials: not. understood and not appreciated. Journal of Advertising Research, 40(3), 17–31.
13. Gerritsen, M., Nickerson, C., Hooft, A. van., Meurs, F. van, Nederstigt, U., Starren, M., Crijns, R. (2007). English in product advertisements in Belgium, France, Germany, the Netherlands and Spain. World Englishes, 26(3), 291-315.
14. Gumperz, J. (1982). Discourse Strategies. Cambridge: Cambridge University Press.
15. Haarmann, H. (1989). Symbolic Values of Foreign Language Use: From the Japanese Case to a General Sociolinguistic Perspective. Berlin, New York: Nouton de Gruyter.
16. Hasselmo, N., (1970). Code-switching and modes of speaking. Texas Studies in Bilingualism. (Glenn Gilbert, Ed.). Berlin: Walter de Gruyter, 179-210.
17. Hsu, J. L. (2000). English Mixing in Advertising in Taiwan: Its Discourse Parts, Linguistic Patterns, Cultural Constraints and Linguistic Creativity. Paper presented at the Seventh International Conference on World Englishes. Dec. 14-16, 2000. Portland: Portland State University.
18. Hsu, J. L. (2006). Nativization of English Usage in Advertising in Taiwan: A Study of Readers’ Attitudes. On and Off Work: Festschrift in Honor of Professor Chin-Chuan Cheng on His 70th Birthday, (Raung-Fu, Chung, Hsien-Chin Liou, Jia-Ling Hsu, and Dah-An Ho, Ed.). Language and Linguistics Monograph, W-7, 181-214. Taipei: Institute of Linguistics, Academia Sinica.
19. Johar, J. S. and Sirgy, M. J. (1991). Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of Advertising, 20(3), 23-33.
20. Kamwangamalu, N. M. and Lee, C. L. (1991). Chinese-English code-mixing: a case of matrix language assignment. World Englishes, 10(3), 247-61.
21. Kang, J. X. (1999). English everywhere in China. English Today, 58(1), 46-48.
22. Leclerc, F., Schmitt, B. H., and Dube, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 31, 263-70.
23. Lee, C. T. (1998). An Analysis of Puns in Chinese and English Advertising Headlines. Providence University, Taichung, Taiwan. Master Thesis.
24. Lee, J. S. H. (2006). Linguistic constructions of modernity: English mixing in Korean television commercials. Language in Society, 35(1), 59-91.
25. Leiss, W. (1997). Social communication in advertising, 2nd ed. London and New York: Routledge.
26. Li, D. C. S. (2000). Cantonese-English code-switching research in Hong Kong. a Y2K review. World Englishes, 19(3), 305-22.
27. Lu, J. Y. (1991). Code-switching between Mandarin and English. World Englishes, 10(2), 139-151.
28. Luna, D. and Peracchio, L. A. (2001). Moderators of language effects in advertising to bilinguals: A psycholinguistic approach. Journal of Consumer Research, 28(2), 284-295.
29. Luna, D. and Peracchio, L. A. (2005). Sociolinguistic Effects On Code-Switched Ads Targeting Bilingual Consumers. Journal of Advertising, 34(2), 43-56.
30. Martin, E. (2002). Mixing English in French advertising. World Englishes, 21(3), 375-402.
31. Mooij, M. De (1994). Advertising Worldwide, 2nd ed. New York: Prentice Hall.
32. Mueller, B. (2004). Dynamics of International Advertising: Theoretical and Practical Perspectives. New York : Peter Lang Publishing.
33. Neelankavil, J. P., Mummalaneni, V., and Sessions, D. N. (1995). Use of foreign language and models in print advertisements in East Asian countries: A logit modelling approach. European Journal of Marketing, 29(4), 24-38.
34. Pan Y. L. (2000). Code-switching and social change in Guangzhou and Hong Kong. International Journal of the Sociology of Language, 146, 21-41.
35. Petty, R. E., and Cacioppo, J. T. (1983). Central and peripheral routes to persuasion: Application to advertising. In L. Percy & A. Woodside (Ed.), Advertising and consumer psychology, pp. 3-23. Lexington, MA: D. C. Heath.
36. Petty, R. E., Cacioppo, J. T., and Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10, 135-146.
37. Piller, I. (2001). Identity constructions in multilingual advertising. Language in Society, 30, 153-186.
38. Poplack, S. (1980). Sometimes I’ll start a sentence in Spanish y temino en espanol: toward a typology of code-switching. Linguistics, 18, 581-618.
39. Roslow, P. and Nicholls, J. A. F. (1996). Targeting the Hispanic market: Comparative persuasion of TV commercials in Spanish and English. Journal of Advertising Research, 36(3), 67-77.
40. Snyder, M. and DeBono, K. G. (1985). Appeals to image and claims about quality: Understanding the psychology of advertising. Journal of Personality and Social Psychology, 49(3), 586-597.
41. Tanaka, K. (1994). Advertising Language: A pragmatic approach to advertisements in Britain and Japan. London and New York: Routledge.
42. Vakratsas, D. and Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26-43.
43. Wang, C. C., and Yang, Y. Y. H. (2006). A Content Analysis of Taiwanese Television Commercials Containing the Japanese Language. Journal of American Academy of Business, 8, 176-183.
44. Wang, L. C. and Chen, F. P. (2006). Foreign Languages Used in Taiwan TV Commercial Ads: Contents Analysis. Contemporary Management Research, 2(1), 43-56.
45. Wang, Y. Y., Jaw J. J., Pinkleton, B. E., and Morton, C. (1997). Toward the understanding of advertising appeals in Taiwanese magazine ads and its implications. Competitiveness Review, 7(1), 46-61.
46. Wimmer, R. and Dominick, J. (2000). Mass Media Research: An Introduction, Sixth edition, London.

References in Chinese Language
47. Chiang, Hsin-Jui [蔣欣蕊], (2001). 以古典制約模式探討外語態度對廣告溝通效果之影響, National Cheng Kung University, Tainan, Taiwan. Master Thesis.
48. Lee, Cheng Fang [李政芳], (2007). 從語用學分析台灣電視廣告語言語碼轉換現象. [The Code-switching Phenomenon in the Television Advertisement of Taiwan.] National Hsinchu University of Education, Hsinchu, Taiwan. Master Thesis.
49. Shih, Yu-hwei [施玉惠], (1997). 從社會語用學觀點探討台灣地區之國語代號轉換現象. [A Study of Code-Switching in Mandarin Chinese in Taiwan: A Socio-Pragmatic Approach.] 行政院國科會科資中心,國科會專題研究報告, NSC-84-2411-H-003-004.
References in Japanese Language
50. Hagiwara, Shigeru [萩原滋], (2004). 日本のテレビ広告に現れる外国イメージの動向 慶応義塾大学メディア・コミュニケーション研究所紀要 メディア・コミュニケーション, No. 54. [Change of Images of Foreign Countries on Japanese Television Advertising. Keio Communication Review. Institute for Media and Communications Research Keio University, No. 54.]
51. Manabe, Kazufumi [真鍋一史], (2006). 広告におけるIT用語の表現形態とその需要様式: 日本・中国・台湾における国際比較. 「広告の文化論―その知的関心への誘い」, 日経広告研究所. [Expression Forms and Demands of Information Technology Term in Advertising: Cross-cultural Comparison of Japan, China, and Taiwan. In Manabe, K. (Eds.), Cultural Study of Advertising: Invitation to Intellectual Interests. Nikkei Advertising Research Institute: Tokyo.]
描述 碩士
國立政治大學
國際傳播英語碩士學程(IMICS)
95461017
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095461017
資料類型 thesis
dc.contributor.advisor 鄭怡卉zh_TW
dc.contributor.advisor Cheng, I-Hueien_US
dc.contributor.author (作者) 萩原茂樹zh_TW
dc.contributor.author (作者) Shigeki Jack Hagiharaen_US
dc.creator (作者) 萩原茂樹zh_TW
dc.creator (作者) Shigeki Jack Hagiharaen_US
dc.date (日期) 2008en_US
dc.date.accessioned 18-九月-2009 19:46:24 (UTC+8)-
dc.date.available 18-九月-2009 19:46:24 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 19:46:24 (UTC+8)-
dc.identifier (其他 識別碼) G0095461017en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/36810-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學程(IMICS)zh_TW
dc.description (描述) 95461017zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 無zh_TW
dc.description.abstract (摘要) The purpose of this study is; to review literature on bilingual speech and advertising and summarize the functions of the use of English in advertising; and conduct a content analysis to study the functions in print advertisements in two Taiwanese magazines (ViVi and Business Weekly) as well as to find correlations between advertisement attributes (country-of-origin, parts of an ad, product categories, and advertising appeals) and the functions.

First, past literature in advertising and linguistics are reviewed. In summary, there are six code-mixing functions of the use of English in advertising in linguistic aspects, which include: 1) Referential Function, 2) Poetic Function, 3) Direct Quotation Function, 4) Reiteration Function, 5) Ease of Expression Function, and 6) Euphemism Function. Then, print advertisements in two Taiwanese magazines (ViVi and Business Weekly) will be analyzed in the content analysis. There are five research questions: 1) To what extent are the functions of the use of English present in print ads in magazines?, 2) Are there any correlations between country-of-origin and the functions?, 3) Are there any correlations between the parts of an ad and the functions?, 4) Are there any correlations between product categories and the functions?, 5) Are there any correlations between advertising appeals and the functions?

The content analysis showed that all six functions were present in print advertising in Taiwan, with Ease of Expression Function to be the most frequent one, and Euphemism to be the least. The results also showed that there are correlations between the parts of an ad (slogan, headlines and subheadlines, and body copy) and the functions, but no correlations were found between country-of-origin and the functions, or between advertising appeals and the functions.		en_US
dc.description.tableofcontents 1. INTRODUCTION 1
2. LITERATURE REVIEW 3
2.1 BILINGUAL ADVERTISING 3
2.2 BILINGUAL ADVERTISING IN TAIWAN 4
2.3 TAIWANESE CONSUMERS` ATTITUDES TOWARDS ENGLISH IN ADVERTISING 6
2.4 FUNCTIONS OF THE USE OF ENGLISH IN ADVERTISING 7
2.4.1 Attention-Getting Function 8
2.4.2 Impression-Giving Function 9
2.4.3 Mixing Functions 10
Referential Function 12
Poetic Function 13
Direct Quotation Function 14
Reiteration Function 15
Ease of Expression Function 16
Euphemism Function 17
2.4.4 Other Mixing Functions 17
2.5 SUMMARY OF RESEARCH LINES REGARDING THE USE OF ENGLISH IN ADVERTISING 19
2.6 CRITICAL REVIEW OF PAST RESEARCH 22
2.7 VALUE-EXPRESSIVE VERSUS UTILITARIAN APPEALS 27
3. RESEARCH METHOD 32
3.1 SAMPLING FRAME 32
3.2 UNIT OF ANALYSIS 33
3.3 CODING CATEGORIES: INDEPENDENT VARIABLES 35
3.3.1 Product Categories 35
3.3.2 Value-Expressive Appeal and Utilitarian Appeal 36
3.3.3 Parts of an Advertisement 36
3.4 CODING CATEGORIES: DEPENDENT VARIABLES 37
3.5 INTERCODER RELIABILITY 38
4. RESULTS 40
4.1 RQ1: THE FUNCTIONS OF THE USE OF ENGLISH IN ADVERTISEMENTS 40
4.1.1 Ease of Expression Function 40
4.1.2 Direct Quotation Function 41
4.1.3 Reiteration Function 43
4.1.4 Referential Function 44
4.1.5 Poetic Function 45
4.1.6 Euphemism Function 46
4.1.7 None of the Above Functions 47
4.2 RQ2: COUNTRY-OF-ORIGIN AND THE FUNCTIONS 48
4.2.1 Country-of-Origin and Reiteration Function 48
4.3 RQ3: THE PARTS OF AN AD AND THE FUNCTIONS 49
4.3.1 The Parts of an Ad and Referential Function 49
4.3.2 The Parts of an Ad and Poetic Function 50
4.3.3 The Parts of an Ad and Direct Quotation Function 50
4.3.4 The Parts of an Ad and Reiteration Function 51
4.3.5 The Parts of an Ad and Ease of Expression Function 52
4.4 RQ4: PRODUCT CATEGORY AND THE FUNCTIONS 52
4.4.1 Product Category and Direct Quotation Function 53
4.4.2 Product Category and Reiteration Function 53
4.4.3 Product Category and Ease of Expression Function 54
4.5 RQ5: ADVERTISING APPEALS AND THE FUNCTIONS 55
4.5.1 Advertising Appeal and Reiteration Function 55
5. DISCUSSIONS AND CONCLUSION 56
5.1 RQ1: THE FUNCTIONS OF THE USE OF ENGLISH IN ADVERTISEMENTS 56
5.2 RQ2: COUNTRY-OF-ORIGIN AND THE FUNCTIONS 65
5.3 RQ3: THE PARTS OF AN AD AND THE FUNCTIONS 66
5.4 RQ4: PRODUCT CATEGORY AND THE FUNCTIONS 68
5.5 RQ5: ADVERTISING APPEALS AND THE FUNCTIONS 70
5.6 CONCLUSION AND FUTURE RESEARCH 72

REFERENCES 75
REFERENCES IN ENGLISH LANGUAGE 75
REFERENCES IN CHINESE LANGUAGE 78
REFERENCES IN JAPANESE LANGUAGE 78
APPENDICES 79
APPENDIX 1. IMPRESSIONS OF ENGLISH IN ADVERTISING 79
APPENDIX 2. CORPORATION SLOGANS IN ENGLISH 80
APPENDIX 3. MONTHLY CIRCULATION DATA OF TAIWANESE MAGAZINES. 81
APPENDIX 4. ENGLISH-MIXING CODING MANUAL 82
APPENDIX 5. ENGLISH-MIXING CODE SHEET 84		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095461017en_US
dc.subject (關鍵詞) advertisingzh_TW
dc.subject (關鍵詞) Englishzh_TW
dc.subject (關鍵詞) Functionzh_TW
dc.subject (關鍵詞) code-mixingzh_TW
dc.subject (關鍵詞) code-switchingzh_TW
dc.subject (關鍵詞) advertisingen_US
dc.subject (關鍵詞) Englishen_US
dc.subject (關鍵詞) Functionen_US
dc.subject (關鍵詞) code-mixingen_US
dc.subject (關鍵詞) code-switchingen_US
dc.title (題名) Functions of the Use of English in Advertising: A Content Analysis of Taiwanese Magazinesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) References in English Languagezh_TW
dc.relation.reference (參考文獻) 1. Abernethy, A. M. and Franke, G. R. (1996). The information content of advertising: A meta-analysis. Journal of Advertising. 25(2) 1-17.zh_TW
dc.relation.reference (參考文獻) 2. Ahn, J. and Carrie, L. F. (2008). Enhancing Recall and Recognition For Brand Names And Body Copy: A Mixed-Language Approach. Journal of Advertising, 37(3), 107-117.zh_TW
dc.relation.reference (參考文獻) 3. Appel, R. and Muysken, P. (1987). Language Contact and Bilingualism. London: Edward Arnold.zh_TW
dc.relation.reference (參考文獻) 4. Bhatia, T. K. (1992). Discourse Functions and Pragmatics of Mixing: advertising across cultures. World Englishes, 11(2), 195-215.zh_TW
dc.relation.reference (參考文獻) 5. Bhatia, T. K. and William C. R. (1989). Introduction: Current issues in mixing. World Englishes, 8(3), 261-264.zh_TW
dc.relation.reference (參考文獻) 6. Chang, S. C. (2001). Code-mixing of English and Taiwanese in Mandarin Discourse. National Taiwan Normal University. Master Thesis.zh_TW
dc.relation.reference (參考文獻) 7. Chang, Y. F. (2006). On the use of the immediate recall task as a measure of second language reading comprehension. Language Testing, 23(4), 520-543.zh_TW
dc.relation.reference (參考文獻) 8. Chebat, J. C., Gelinas-Chebat, C., Hombourger, S., and Woodside, A. G. (2003). Testing consumers` motivation and linguistic ability as moderators of advertising readability. Psychology & Marketing, 20(7), 599-624.zh_TW
dc.relation.reference (參考文獻) 9. Chen, C. W. Y. (2006). The mixing of English in magazine advertisements in Taiwan. World Englishes, 25(3/4), 467-478.zh_TW
dc.relation.reference (參考文獻) 10. Cutler, B. D. and Javalgi, R.G. (1993). Analysis of print ad features: Services versus products. Journal of Advertising Research, 33, 62-69.zh_TW
dc.relation.reference (參考文獻) 11. Cutler, B. D., Javalgi, R.G., and White, D.S. (1995). The Westernization of Asian Print Advertising. Journal of International Consumer Marketing, 7(4), 23-37.zh_TW
dc.relation.reference (參考文獻) 12. Gerritsen, M., Korzilius, H., Meurs, F. van, and Gijsbers, I. (2000). English in Dutch commercials: not. understood and not appreciated. Journal of Advertising Research, 40(3), 17–31.zh_TW
dc.relation.reference (參考文獻) 13. Gerritsen, M., Nickerson, C., Hooft, A. van., Meurs, F. van, Nederstigt, U., Starren, M., Crijns, R. (2007). English in product advertisements in Belgium, France, Germany, the Netherlands and Spain. World Englishes, 26(3), 291-315.zh_TW
dc.relation.reference (參考文獻) 14. Gumperz, J. (1982). Discourse Strategies. Cambridge: Cambridge University Press.zh_TW
dc.relation.reference (參考文獻) 15. Haarmann, H. (1989). Symbolic Values of Foreign Language Use: From the Japanese Case to a General Sociolinguistic Perspective. Berlin, New York: Nouton de Gruyter.zh_TW
dc.relation.reference (參考文獻) 16. Hasselmo, N., (1970). Code-switching and modes of speaking. Texas Studies in Bilingualism. (Glenn Gilbert, Ed.). Berlin: Walter de Gruyter, 179-210.zh_TW
dc.relation.reference (參考文獻) 17. Hsu, J. L. (2000). English Mixing in Advertising in Taiwan: Its Discourse Parts, Linguistic Patterns, Cultural Constraints and Linguistic Creativity. Paper presented at the Seventh International Conference on World Englishes. Dec. 14-16, 2000. Portland: Portland State University.zh_TW
dc.relation.reference (參考文獻) 18. Hsu, J. L. (2006). Nativization of English Usage in Advertising in Taiwan: A Study of Readers’ Attitudes. On and Off Work: Festschrift in Honor of Professor Chin-Chuan Cheng on His 70th Birthday, (Raung-Fu, Chung, Hsien-Chin Liou, Jia-Ling Hsu, and Dah-An Ho, Ed.). Language and Linguistics Monograph, W-7, 181-214. Taipei: Institute of Linguistics, Academia Sinica.zh_TW
dc.relation.reference (參考文獻) 19. Johar, J. S. and Sirgy, M. J. (1991). Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of Advertising, 20(3), 23-33.zh_TW
dc.relation.reference (參考文獻) 20. Kamwangamalu, N. M. and Lee, C. L. (1991). Chinese-English code-mixing: a case of matrix language assignment. World Englishes, 10(3), 247-61.zh_TW
dc.relation.reference (參考文獻) 21. Kang, J. X. (1999). English everywhere in China. English Today, 58(1), 46-48.zh_TW
dc.relation.reference (參考文獻) 22. Leclerc, F., Schmitt, B. H., and Dube, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 31, 263-70.zh_TW
dc.relation.reference (參考文獻) 23. Lee, C. T. (1998). An Analysis of Puns in Chinese and English Advertising Headlines. Providence University, Taichung, Taiwan. Master Thesis.zh_TW
dc.relation.reference (參考文獻) 24. Lee, J. S. H. (2006). Linguistic constructions of modernity: English mixing in Korean television commercials. Language in Society, 35(1), 59-91.zh_TW
dc.relation.reference (參考文獻) 25. Leiss, W. (1997). Social communication in advertising, 2nd ed. London and New York: Routledge.zh_TW
dc.relation.reference (參考文獻) 26. Li, D. C. S. (2000). Cantonese-English code-switching research in Hong Kong. a Y2K review. World Englishes, 19(3), 305-22.zh_TW
dc.relation.reference (參考文獻) 27. Lu, J. Y. (1991). Code-switching between Mandarin and English. World Englishes, 10(2), 139-151.zh_TW
dc.relation.reference (參考文獻) 28. Luna, D. and Peracchio, L. A. (2001). Moderators of language effects in advertising to bilinguals: A psycholinguistic approach. Journal of Consumer Research, 28(2), 284-295.zh_TW
dc.relation.reference (參考文獻) 29. Luna, D. and Peracchio, L. A. (2005). Sociolinguistic Effects On Code-Switched Ads Targeting Bilingual Consumers. Journal of Advertising, 34(2), 43-56.zh_TW
dc.relation.reference (參考文獻) 30. Martin, E. (2002). Mixing English in French advertising. World Englishes, 21(3), 375-402.zh_TW
dc.relation.reference (參考文獻) 31. Mooij, M. De (1994). Advertising Worldwide, 2nd ed. New York: Prentice Hall.zh_TW
dc.relation.reference (參考文獻) 32. Mueller, B. (2004). Dynamics of International Advertising: Theoretical and Practical Perspectives. New York : Peter Lang Publishing.zh_TW
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