Strategic Application of Code-Switching Phenomena in Starbucks’ Instagram Advertising: An Analysis of Linguistic Persuasion and Audience Engagement

Ahmad Danial Latief, Eka Septi Pradani

Abstract

This study delves into the phenomenon of code-switching  within Starbucks advertisements on Instagram,  utilizing qualitative methods rooted in linguistic theory. Drawing upon Poplack's  theory of code-switching,  the  research investigates the  alternating   use  of languages  within the  context  of Starbucks'  promotional materials.  The methodological  approach   involves data  collection  from  the official Starbucks Indonesia Instagram account, focusing on posts from January to May 2024. Employing Spradley's  technique,  the  researchers gathered  screenshots  and analyzed  them using cultural theme analysis to discern patterns and meanings embedded within the code-switching practices.   The  findings reveal   a   strategic  integration    of  code-switching   types,   including intrasentential, intersentential, and tag switching, across captions and images. Intrasentential code- switching is observed within single sentences,   enhancing   clarity   and   relatability,   while intersentential    code-switching   strategically alternates  between languages  to broaden  audience appeal.  Additionally, tag switching injects vibrancy and familiarity into the message, reinforcing brand identity. Overall, Starbucks' adept utilization of code- switching contributes  to effective communication  and audience engagement,  fostering inclusivity and cultural resonance in its marketing endeavors.

 

Keywords

code-switching; Starbucks; advertisement; Instagram

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References

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