Chinese-English Code-Mixing in Advertisement: Examples and analysis from the campaigns of Western beauty brands

Abstract

In a multilingual society, bilingualism becomes a strategic tool for advertisers, and this work aims to analyse the role of the so-called “lingua franca” (English) used in code-mixed advertising in China. The first chapter of the thesis will present the practice of code-mixing: what is it, why is English globally perceived as a language of success and modernity, the frequent practice of using this language in cosmetic advertising to enhance the idea that beauty is equal to success, and the problems related to this practice. The second chapter will present the role of English in China and how it is used in code-mixed advertising by Western brands to catch the attention of the consumer, not only in Mainland China, but also in Taiwan and Hong Kong. The third chapter will contain the description and analysis of specific Western beauty brands, that use English in their mixed advertising in China. The last section will present the conclusion with particular reference of the notion “beauty equal to success”.