An empirical study of the language of brand taglines: a code mixing approach
by Priyanka Pareek; V.V. Ravi Kumar
International Journal of Indian Culture and Business Management (IJICBM), Vol. 17, No. 1, 2018

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.

Online publication date: Tue, 03-Jul-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email