THE SYMBOLIC USE OF CODE SWITCHING IN ADVERTISING: DIACHRONIC PERSPECTIVE
Zhiganova Anna Vladimirovna
Linguistics University of Nizhny Novgorod
Abstract. The article is devoted to investigating the specifics of the symbolic aspect of code switchings by the material of German advertising discourse. The comparative analysis of the functioning of code switching in advertising addresses of the modernity and the beginning of the second half of the XX century represents the extension of the symbolic role of English inclusions. At the modern stage the English language is capable not only of announcing the advertised object as a product of the English-language culture but of representing values topical for the epoch of globalization.
Key words and phrases: переключение кода, английский язык, рекламный дискурс, глобализация, социолингвистика, code switching, the English language, advertising discourse, globalization, sociolinguistics
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