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Analyse language choice used in radio advertising as a brand positioning technique: Jet case study

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dc.contributor.author Sehere, Leago
dc.date.accessioned 2019-05-17T08:58:02Z
dc.date.available 2019-05-17T08:58:02Z
dc.date.issued 2018
dc.identifier.uri http://iiespace.iie.ac.za:80/handle/123456789/301
dc.description.abstract During colonial South Africa, indigenous languages were marginalised while English and Afrikaans were the only languages used to advertise goods and services (Ngwenya, 2011). Today, according to Bishop (2006) advertisers are struggling to find the best language to communicate with their target audiences. Particularly to multilingual who respond differently to the messages presented to them in each of the languages they know (Santello, 2013). The present research study analysed the language choices used by Jet in its radio advertising in order to understand how the brands use of language positions it in the mind of its target market. The study used a focus group to collect data from a purposive sample. The Sapir-Whorf Hypothesis was used as the theoretical framework which helped to determine the research questions that provided the data that was analysed. The results showed that Jet uses language to entertain as a brand positioning technique in its radio advertisements. Furthermore, Jet's multilingual and bilingual target market does respond differently to the messages presented to them, they found the English radio advertisement straight to the point, the isiZulu one entertaining and the code-switching radio advertisement problematic. Moreover, the isiZulu radio advertisement that did not have a discrepancy. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Code switching en_US
dc.subject Multilingualism en_US
dc.subject Bilingualism en_US
dc.subject Indigenous languages en_US
dc.subject Advertising en_US
dc.subject Radio advertisements en_US
dc.title Analyse language choice used in radio advertising as a brand positioning technique: Jet case study en_US
dc.type Thesis en_US


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