BILINGUALISM AND EFFECTIVENESS IN PRINT MEDIA AND ELECTRONIC MEDIA

Abstract

Today the use of bilingualism has become an indispensable part in our lives of every Sri Lankan. In order to express the advertisements effectively and creatively, mixing of English and Sinhala has become a trend which is frequently followed by the advertisers. The study has been carried out through a questionnaire survey among the viewers,who represent different strata. The secondary data employed has been assembled from accessing the internet and referring an array of related books. The first chapter in this study has been allocated to introduce the topic and to provide insight to the background of the study. The second chapter presents the view on mixing languages and its impact to the target audience. The third and fourth chapters have dispersed to present the data and to analyze the research findings gathered from the questionnaires and interviews. Eventually, the final chapter brings out the conclusions to the study. Among the conclusions drawn are the reasons as to why advertisers compel to use English- Sinhala bilingualism and how far it is effective using in the advertisements in both electronic and print media. Whilst the study has also dispersed vivid examples to test the hypothesis whether the use of English- Sinhala bilingualism’s impact is effective or ineffective or in between. Thus English- Sinhala bilingualism will continue to be one of the major forces in linguistic features in the field of advertising.