Language Blending in Tanzanian Adverts: Codeswitching between Swahili, English, and Kiswahili cha Mtaani

Abstract

This study interrogates the strategic use of code-switching involving Standard Swahili, English, and Kiswahili cha Mtaani in audio-visual advertisements by telecommunication companies (Telecos) in Tanzania. A purposive sampling method was used to gather the data: codeswitched advertisements for the purpose of demonstrating the blending of codes. The data on advertisement was gathered from audio-visual advertisements by selected Telecos in Tanzania on social media platforms. Underpinned by theories of codeswitching, this study establishes that beyond codeswitching between Kiswahili and English as a language choice for advertising by Telecos in Tanzania, an emerging trend is the use of codeswitching between Standard Kiswahili and Kiswahili cha mtaani (an urban youth variety of Kiswahili); also, some adverts feature three-way codeswitching involving Standard Kiswahili, English and Kiswahili cha mtaani. The study further argues that codeswitching in the advertisements is carefully thought of, intentionally blending the languages in a strategic way to attract customers from different linguistic, economic, and sociological backgrounds as well as different age groups, making this kind of codeswitching distinct from codeswitching which occurs in natural conversation.