Flipping the script: code-switching as a digital advertising tool in Malaysia

Ghazali, Siti Hajar and Ariffin, Adlina (2026) Flipping the script: code-switching as a digital advertising tool in Malaysia. SEARCH Journal of Media and Communication Research, 18 (2). pp. 43-61. E-ISSN 2672-7080

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Abstract

This study investigates the communicative functions of code-switching in Malaysian digital advertisements. Ten narrative-type code-switched commercials were selected based on: i) Malaysian product or service, ii) accessible on YouTube platform, and iii) 3-minute duration. Using Malik’s (1994) Ten Communicative Functions of Code-Switching as the framework, textual and discourse analysis were conducted to identify how code-switching fulfils persuasive and communicative purposes in digital marketing. The findings reveal that the most frequent function was to amplify and emphasise a point, followed by lack of facility, habitual expression, lack of registral competence, mood of speaker, to attract attention, pragmatic reasons, and to conform to group identity. Code-switching was strategically used to enhance clarity, prevent misunderstanding, and create emphasis, particularly when Malay equivalents were unavailable, overly formal, or less effective in conveying meaning. Common English expressions were preferred for their brevity and conversational ease. Beyond linguistic necessity, code-switching reflected emotional states, captured audience attention, adapted to varying contexts, and signalled group identity. Interestingly, older speakers were observed adopting youth slang, gaming jargon, and social media terms to bridge generational gaps and foster camaraderie. The study concludes that code-switching in Malaysian digital advertising is a versatile tool serving linguistic, social, and persuasive functions.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Code-switching, digital marketing, digital advertisements
Subjects:	H Social Sciences > H Social Sciences (General) > H61.8 Communication of information
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of English Language & Literature
Depositing User:	AP Dr Adlina Ariffin
Date Deposited:	06 Aug 2026 15:54
Last Update:	06 Aug 2026 15:54
Queue Number:	2026-07-Q4483
URI:	http://irep.iium.edu.my/id/eprint/130474

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