Siti Hajar bt Ghazali, *Adlina binti Ariffin

Abstract:

This study investigates the communicative functions of code-switching in Malaysian digital advertisements. Ten narrative-type code-switched commercials were selected based on: i) Malaysian product or service, ii) accessible on YouTube platform, and iii) 3-minute duration. Using Malik’s (1994) Ten Communicative Functions of Code-Switching as the framework, textual and discourse analysis were conducted to identify how code-switching fulfils persuasive and communicative purposes in digital marketing. The findings reveal that the most frequent function was to amplify and emphasise a point, followed by lack of facility, habitual expression, lack of registral competence, mood of speaker, to attract attention, pragmatic reasons, and to conform to group identity. Code-switching was strategically used to enhance clarity, prevent misunderstanding, and create emphasis, particularly when Malay equivalents were unavailable, overly formal, or less effective in conveying meaning. Common English expressions were preferred for their brevity and conversational ease.

Keywords: Code-switching, digital marketing, digital advertisements