Tag Archives: Audi

Code-switching & branding: Pt. III- The Language Fetish

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The European Union is one of mankind’s most ambitious and intricate social projects. One is basically asking nations that have vastly different customs, concepts, and cultures to work and live as one people. I was curious about how this ‘One Europe’ doctrine has affected advertising in the region, and so I dug. I dug rather a lot. And what I found was this; intercultural advertising in the EU is characterized by the propagation and enhancement of cultural stereotypes; that is to say differences between countries are showcased in order to create impact. In a previous post we talked about topic-related code-switching (e.g. English for medical terms), and identity-related code-switching(to highlight a shared connection). Now I’d like to discuss a fascinating concept known as language fetish’, which refers to the phenomenon that occurs when the utility value (information/content) of a language takes a backseat to its symbolic(effect/form) value.

*A bulk of the inspiration for this post came from the following article by Helen Kelly-Holmes: Bier, parfum, kaas: Language fetish in European advertising

An increasing number of global advertising campaigns treat Europe as a single entity, choosing pan-European platforms such as Eurosport and in-flight magazines. This blanket targeting leaves little room for culture-specific elaboration of the brand message. Hence languages, words and accents must serve as the shorthand for a host of associations.

Consider the Audi campaign used in the UK: Vorsprung durch Technik. In this case, the meaning of the slogan is irrelevant to the average Brit. What matters more is the mental model it activates. The German phrase Vorsprung… will invoke the culture-specific mental model (henceforth CSMM) associated with the Germans, which is one of efficiency and technically sound engineering. In this way, the code-switched language’s value is inherent, independent of its communicative value.

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Conversely, Jaguar, the British car company, seeks to emphasize the English cultural competence of being the trustees of tradition. In its ads in Germany, Jag uses the slogan ‘Jaguar- Die perfekte Balance ziwischen Innovation und Tradition’. This helps emphasize the traditional aspect of Jaguar in an ad that is otherwise very German in its formatting, replete with detail and tech specs.

Brandcrafters seek to activate the CSMM’s that are beneficial to them, and code-switching helps them do this. The symbolic, connotative meaning becomes critical while the literal one that would be used in everyday communication is relegated to the sidelines. The author of the original article asks us to look at it in two ways; on the one hand  communication, which is what  facilitates cooperation and understanding,  is being given less face time. On the other hand, the reason that language fetish happens at all is because the national stereotypes (both self and of others) are so similar across borders, suggesting at least the seed of a common identity.

eu And that’s a start.

Code-switching & Branding: Pt. I- 2 languages, 2 identities, ∞ Opportunity

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Code-switching is a term that refers to the use of more than more than one language in conversation. An example of code-switching would be if I began speaking in English, et je continue en Francais, pero quiero para terminar en español. Contrary to what many think, code-switching is not a sign of limitation in one language that would require resorting to the other. Rather, it is a form of self-expression and ingroup behaviour. Code-switching is used by bilinguals/multilinguals when:

1.      A particular concept is better expressed in the alternate language, or when one wishes to reiterate a shared identity with the listener. For example, if an Arab and a Brit are discussing business, and the Brit is trying to close the deal, he may pepper his language with Arab phrases to express solidarity and develop a deeper personal connection. In many parts of the world, relationship-building determines whether deals are made or lost, and code-switching is a useful tool to do this.

2.      Academia and technology: The universality of these fields often means that English becomes the lingua franca. It is not uncommon to see professors in Latin America, Asia, and Europe speak in their native language during a social discussion and suddenly switch to English if a technical matter comes up.

3.      To convey humor. Many jokes are told in English, with the punchline being delivered in the ethnic language shared by the speaker and receiver.

Q:  What did the mouse say to the cheese?

A: A: Tu Cheez badi hai Mast Mast!

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The answer is a line from a popular Hindi song, which means “You are my desire/Damn, you’re fine!” It’s a highly corny but very popular joke, and one that would be dished out only in the company of paisanos.

Brandcrafters, take notice. Multilingual speakers far outnumber monolinguals in the population. If you want to appeal to them on a deeper level, why not show them that you understand their mixed identity? In my next post, I’ll touch open aspects of code-switching that marketers need to understand, and look at the issues of mental models, language schemas, and current ads that attempt to tap into multilingual madness.