Investigating Code-Switching in Television Advertisements in Iraqi Kurdistan

Abstract

This study sheds light on the use of code-switching in television advertisements in Iraqi Kurdistan. Code-switching is the process of exchanging between languages in conversation. Also, it divides into three primary types: inter-sentential, intra-sentential, and extra-sentential (tag switching). The objective of this study is indicating functions of code-switching and its impacts on viewers. A quantitative method used through designing a questionnaire to investigate general attitudes toward the use of code-switching, and data collected from 300 participants having different educational backgrounds. The findings assert that code-switching has several significant functions in television advertisements and it impacts on audiences’ behaviors in various ways. Indicating functions of code-switching is significant as it exhibits its influence in conversation, audiences’ insights and behaviors toward television advertisements.