A DESCRIPTIVE ANALYSIS ON THE USE OF CODE-SWITCHING IN SELECT PHILIPPINE TELIVISION ADVERTISEMENTS

Linguists have been paying close attention to the usage of code-switching in advertising over the years. This study analyzes ten (10) select Philippine television advertisements for their use of code-switching. Specifically, the researcher qualitatively analyzed the select Philippine television advertisements to identify the types of code-switching used, their discourse functions, and implications. The findings showed that intrasentential code-switching is the most extensively used type of code-switching in Philippine television advertisements with 70% or 7 out of 10 analyzed advertisements, intersentential following with 30% or 3 out of 10 analyzed advertisements. The predominant functions played by the analyzed advertisements are naming, asserting, advising, promising, and informing. The researcher also found that in past studies, the main implication of the use of code-switching in advertisements revolves around the attitude of the consumers towards the products and services being advertised. Further, this study proves that the discourse functions of code-switched Philippine television advertisements enable communication with the audience despite it being one-way.