Identity Construction through the Use of Code Switching in Online Advertisements
During the COVID-19 pandemic, when economic activities slowed down due to lockdown and disease preventive measures, some businesses adapted fast and moved their businesses online. According to the Minister of Domestic Trade and Consumer Affairs, online buying-and-selling activities spiked by 28....
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| Main Authors: | , |
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| Format: | Book Chapter |
| Language: | en |
| Published: |
UNIMAS Publisher
2023
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/43843/1/Advertising.pdf http://ir.unimas.my/id/eprint/43843/ |
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| Summary: | During the COVID-19 pandemic, when economic activities slowed
down due to lockdown and disease preventive measures, some
businesses adapted fast and moved their businesses online.
According to the Minister of Domestic Trade and Consumer Affairs,
online buying-and-selling activities spiked by 28.9% in April 2020
(Ruzki, 2019). Overnight, normal social media platforms became means
of advertising products and services. For example, Facebook, YouTube, and
Instagram are among the most popular social networks worldwide as of
January 2022, as shown in Figure 1 (Statista, 2022). Advertisements draw the customer’s attention to the brand and the message of the advertisement.
Successful advertisements are those that succeed in persuading customers to
buy a certain product or pay for a certain service. |
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