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1. From linguistic apartheid to co-habitation:

   Codeswitching in print advertising in post-apartheid South Africa Nkonko. M. Kamwangamalu
2. Definitions Code-switching: Alternating between two languages in any given conversation A communicative strategy, its use is confined to those in the “in-group” who have communicative competence in both languages. Members of the in-group use code-switching to assert their identities as insiders and reinforce the unity of the group against outsiders Two types of code-switching: Intersentential: Switching from one language to another at the sentence or utterance boundary Intrasentential: Switching from one language to another within a sentence or utterance
3. Definitions Two types of adverts: Hard-selling: These advertise a product’s reliability and/or affordability. Used for consumables such as clothing and watches etc. Soft-selling: These appeal to the reader’s emotions and use innuendo to convince the reader of their need for this product. Used to advertise traditional health products and financial services.
4. Contextual information Published in 2008 – 14 years after the end of Apartheid Apartheid laws ensured a wide gulf not just between communities, but between languages too. Code-switching was heavily discouraged. With the demise of Apartheid, a chance has now arisen to investigate how political change has affected language change
5. Contextual Information Gap in the research Previous research in advertising focusing on bilingual language issues generally only incorporated the traditional view of bilingual advertising, in which the message is presented in its entirety in both languages. Code-switching in advertising had not received enough attention. Specifically, how the perception of the advertiser and the product can be positively enhanced by the use of code-switching in communication with bilingual individuals.
6. Contextual information English as an ideal pair-language for code-switching advertisements in South Africa English is seen as a global language, the language used in mass media, business, technology, and by the powerful. In post-apartheid South Africa, it is to many the language of “power, prestige and status…an open sesame by means of which one can acquire unlimited vertical social mobility” (p102). Unlike some of the other 10 official languages in South Africa, English is seen to be mostly free from negative stereotypes, for example it was not forced onto the Black community during apartheid like Afrikaans was, and so was not resented as much. English is spoken more widely than most of the other official languages, with most of its speakers concentrated in urban and metropolitan areas, which form a large part of most advertisers’ target markets
7. Methodological Issues This study is research into CS advertising in Africa, focusing on CS in Zulu magazines and newspapers The data was collected from a Zulu magazine BONA (May 2007) and three newspapers namely ISOLEZWE (May 2007), ILANGA (April 2007) and ECHO (April 2007). It is important to note that BONA, ISOLEZWE and ILANGA publish news stories exclusively in a Zulu medium whereas ECHO publishes in both Zulu and English.
8. Methodological issues The data collected consists of 8 adverts: 2 of which are classified as “hard selling” and the remaining 6 classified as “soft selling”. Obviously because written language (as opposed to spoken language) is been analysed an analysts perspective is present and therefore the results being drawn from the analysis may be bias or influenced by other CS advertising research.
9. Methodological issues There is no real “personal” ethical issues in this study because the data was not collected from human subjects. However, questions should be raised about media practices when it comes to advertising and using public records in research. There is no mention of who was involved in the translations of the adverts and how true the translations are to the Zulu expressions.
10. Findings of study Codeswitching is used in advertising because of its status as a global language. It is a marker for internationalism, Westernization, modernization and prestige. The results show that: Brand names stay intact, since the identity of the company is expressed through the brand name. Example: Casio instead of I-Casio or ama-Casios English noun phrases are used for practical reasons, to avoid using complex Zulu translations.
11. Findings of study The social identity of the target audience is reflected in the advertisements. Since Zulu speakers frequently use borrowed forms of English words, the adverts try to mimic this norm. Words that originate from specialized fields, which have not been used for long in everyday Zulu culture, tend to have the syntax rules of Zulu applied to them instead of leaving them in their original forms. Example: The use of wina, nkampani and emaphakhethe instead of win, company and packets. Also, the use of words like ama-minerals, ama-amino-acids for words that are not used frequently.
12. Findings of study Since English is associated with sophistication and elegance, English words will be used instead of their Zulu counterparts to imply that the consumer can attain this elegance by buying the advertised product. Example: “Simply divine” and “gorgeous” instead of inhle kakhulu or ingcwele, which do not have the same connotations as their English counterparts.
13. Findings of study English can also be used in order to put forth meanings forcefully. Lasting impressions are created by using English instead of Zulu. Example: Ukungalali ebusku? Ukukikhahakeka ngezikweletu? Zikhulele!!! Fonela Abaziyo Ukuze Bakusize Kangoono Example = R600-R20000 … Are you fed up with debts? Are you tired of debts? Are you suffering from insomnia? Do you have ever increasing debts? Call those who know better so that they can help you with For example = R600-R20000 … Free Assessment Your family will love you again.
14. Findings of study The use of English or even Afrikaans in this case is used to mirror the identity of the target audience. The advertisement tries to express the same feelings the target audience may have in order to attract customers. Example: Black Magic Nthakathi Swartoorkuns For every problem and trouble I solve it. Stick magic to gain money. Codeswitching in advertising can also give information about the advertiser, e.g. in the above advert, the author is trilingual.
15. Significance of study Addresses the de-segregation of language Like Ardendorff (1996), points out the codeswitching was seen as negative Kamwangamalu points to the significance of Apartheid in the segregation of people and language, and how this has changed in the media since the end of Apartheid
16. Significance of study Looks at code-switching in a non-verbal context Differs from other studies (Ardendorff, 1996; Ncoko, S.O.S, R. Osman and K. Cockcroft, 2000) which focussed on verbal interaction Therefore, addresses a gap in the research Looks at the codeswitching in advertising, therefore codeswitching initiated by the media However, like Ardendorff (1996), focuses on codeswitching from Zulu to English
17. Significance of study Studies the appropriation of the English language in a South African context Did not interact with advertisers – she includes shop and brand names as English words, e.g. Simply Devine, Rage, Accessorize This brings questions about the legitimacy of her findings
18. Criticisms of study Seems to assume the codeswitching did not exist before the end of apartheid Black-white distinction - Zulu-English, does not look at other ethnic groups, e.g. Coloured people. One-way codeswitching – How Zulu uses English but not how English uses Zulu Sweeping statements about the lack of prestige of Afrikaans Counts loan words as codeswitching Focuses on the use because of prestige and not because of easiness or loan words.
19. Criticisms of study Doesn’t show the actual advert, just the text Presents analysis before the advertisement, therefore forces reader to look at the advert through a particular lens. Not sufficient explanation of the SDD model and why it’s important to the study. Some translations don’t make sense and don’t seem to find a proper English equivalent, e.g. “spirit boys” and “very wet sex” Brings into question how bilingual the translator is
20. Suggestions for further study A more modern context – how is English advertising integrating African languages to appeal to a wider audience? Does English still carry with it the same prestige? Is there an increase or decrease in codeswitching in advertising currently?