An Overview of Tag Switching in Radio and YouTube Advertisements

Authors

DOI:

https://doi.org/10.54536/jnll.v4i1.5784

Keywords:

Advertisement, Code-Switching, Radio, Tag Switching, YouTube

Abstract

Tag switching, though the least commonly used type of code-switching also occurs in advertising engagements which has its uniqueness and utilitarian qualities in contributing to the successful transfer of information about advertised products and services. The objective of this study is to identify the unmarked and marked nature of instances of tag switching, describe the patterns of the tag switched expressions, interpret their functions and highlight the aesthetic features in the tag switched expressions in the selected Radio and YouTube advertisement jingles. The primary source of data was drawn from 60 code-switched advertisement jingles collected from 30 radio commercials and 30 online advertisements on YouTube through purposive random sampling technique. The 30 radio jingles were collected from 12 radio stations in the Southwestern states in Nigeria which are Osun, Oyo, Ondo, Ogun, Ekiti and Lagos. In each of the states, a private radio station and a public radio station were selected. The result showed that the tag-switched expressions are either marked or unmarked because of some specific reasons and they have three (3) patterns of occurrence which are English-Yorùbá Tag switching (EYTs), Yorùbá-English Tag switching (YETs) and Naija-Yorùbá Tag switching (NYTs). Also, the tag-switched expressions perform both the Expressive and Phatic functions and contain two (2) aesthetic features which are alliteration and simile. These all help in enhancing an effective transmission of the information about the advertisement products and services to the listeners. Therefore, it is recommended that tag switching should also be considered useful in advertisement campaigns and be used by advertisers in the conveyance of messages to listeners especially in bi/multilingual societies. 

Author Biographies

  • Mary Temiloluwa OSO, Department of English, Obafemi Awolowo University, Ile-Ife, Nigeria

    Dr. (Mrs) Mary Temiloluwa Oso obtained her B.A., M.A. and Ph.D. degrees in English Language from the Department of English, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria. She is a promising scholar of English Language who has a penchant for rigorous scholarly research which possesses thematic originality, innovative stance and serve as immense contribution to the field of Applied Linguistics, Sociolinguistics and English Grammar. She works as an astute English tutor and has published some articles both in the field of Applied Linguistics and Sociolinguistics which is her area of interest.

  • Emmanuel Taiwo BABALOLA, Department of English, Obafemi Awolowo University, Ile-Ife, Nigeria

    Prof. E. T. Babalola is a distinguished Professor of English and presently the Head of Department of English, Obafemi Awolowo University, Ile-Ife. He is an astute educator to the core having supervised many Masters and doctoral students to success. Widely travelled and highly cerebral, his academic publications have appeared in reputable journals in various countries of the world. His area of interest are English Grammar, Sociolinguistics and Contemporary English Usage.

     

  • Folashade Alice ADEJO, Department of Linguistics and African Languages, Obafemi Awolowo University, Ile-Ife, Nigeria

    Folashade Alice Adejo holds a Master's degree in Yoruba Language with research interest in linguistics, language preservation and indigenous knowledge systems. She is passionate about exploring the intersections of Yoruba language, culture and identity within contemporary linguistic studies. She is committed to advancing scholarship that promotes indigenous languages and contributes to broader discussions in applied linguistics and cultural studies.

  • Tolu Adedotun AJAYI, Obafemi Awolowo University Teaching Hospital, Ile-Ife, Nigeria

    Dr. (Mrs) Tolu Ajayi is a Ph.D. holder in the department of Linguistics and African Languages, Obafemi Awolowo University, Ile-Ife. Her area of interest are oral literature, written literature, music, gender, film and media studies, protest and peace building which specialise in Yoruba language and literature. She is also an advocate of human health and well being especially among teenagers.

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Published

2026-03-11

Issue

Vol. 4 No. 1 (2026): Journal of Natural Language and Linguistics

Section

Research Articles

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Copyright (c) 2026 Mary Temiloluwa OSO, Emmanuel Taiwo BABALOLA, Folashade Alice ADEJO, Tolu Adedotun AJAYI

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

OSO, M. T. ., BABALOLA, E. T. ., ADEJO, F. A. ., & AJAYI, T. A. . (2026). An Overview of Tag Switching in Radio and YouTube Advertisements. Journal of Natural Language and Linguistics, 4(1), 19-26. https://doi.org/10.54536/jnll.v4i1.5784

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