Differences between code switching and Spanglish, and implications for advertising to Hispanics

By Katherinne Peralta / Florida State University

Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics’ experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken.

To analyze the implications of language issues in the U.S. Hispanic community, interviews were conducted with five Hispanic consumers from different backgrounds. Stephanie is a first-generation Hispanic, born and raised in Fort Lauderdale, Florida. She is currently an undergraduate junior student at Florida State University in Tallahassee, Florida. Her parents are from El Salvador and Honduras. Although Spanish was the first language she learned, she feels more comfortable speaking English. Growing up, she was exposed to the English language at school and with her friends, but she spoke Spanish at home with her parents. When she moved to Tallahassee, she stopped practicing her Spanish and was only exposed to speaking English all the time. When she speaks Spanish, she tends to use Spanglish.

Silvio, born and raised in Miami to Nicaraguan parents, similarly uses Spanglish, primarily engaging in English in academic and social contexts. He was born and raised in Miami, Florida.  He is a senior undergraduate student at FIU in Miami. He has been living all his life with his parents who are from Nicaragua. Spanish was the first language he learned, but he grew up speaking Spanish at home. However, he has been speaking only English at school, work, with his friends, and girlfriend. Silvio feels more comfortable speaking English and he tends to use a lot of Spanglish when speaking Spanish. Hispanics raised in the U.S. learn the Spanish of their grandmother and generally have no formal education in Spanish (Korzenny et al., 2017). The majority of their communication is in English, but when they interact with other Hispanics, they do use Spanish words when they are meaningful and emotionally rewarding.

The Hispanic Marketing book emphasizes that the U.S.-raised Hispanics often acquire Spanish related to family and home, while English dominates in educational and professional settings (Korzenny et al., 2017). Natalia and Adriana, who were exposed to English later in life, illustrate this phenomenon. Natalia was born in Arizona but left the U.S when she was two years old. She was raised in Nicaragua, Bolivia, and Honduras. Natalia’s family and parents are also from Nicaragua. When Natalia was 19 years old, she moved back to the U.S. She got her Bachelor’s and Master’s degrees at Florida State University. She currently works as an elementary teacher in Naples, Florida. Natalia grew up speaking Spanish her whole life, and only when she moved to the U.S and started her higher education was she exposed to English. Although her parents speak English, she only spoke Spanish with them. Natalia feels more comfortable speaking Spanish and prefers speaking Spanish overall. However, when she explains things related to work or academia, she feels more comfortable explaining terms in English.

Adriana, an international student from Colombia, notes a similar tendency to switch to English, particularly in academic settings. Her first language is Spanish, and most of her life she has been exposed to the Spanish language. When she moved to the United States to get her Master’s and lived with an American host family in her mid-20s, she started being exposed to the English language. Adriana is currently a Ph.D. student at Florida State University. Even though she has been living in the U.S for a couple of years, she still feels more comfortable speaking Spanish.  However, she notices that sometimes she tends to switch to English and uses English terms when explaining anything related to academia.

The Hispanic Marketing book by Korzenny, Felipe, et al states that code-switching represents a reality where segments of the population are living between cultures and languages.  Code-switching appears to be a strategy for establishing one’s identity as a distinct English language user. With its spontaneous speech pattern, code-switching appears to be both a mirror of daily life and a means for Hispanic speakers of differentiating themselves in the pursuit of identity (Levine, 2023). Nubia was born and raised in Nicaragua but has been living in Miami for the past 30 years. She moved to the United States when she was 36 years old, and even though she has been an American citizen for the past 20 years, she still doesn’t speak English.  An interesting fact to mention is that, despite not speaking English, she frequently uses Spanglish words. For example, she says ‘printear’ instead of ‘imprimir,’ ‘queda al bloque’ instead of ‘queda a la cuadra,’ and so on. Miami has a big population of Spanish-speaking people, so she has been able to communicate without a problem in Miami. Her husband, friends, and community are all Hispanic people, so she hasn’t experienced a strong language barrier living in the U.S. Code-switching is the practice of alternately using two or more languages or dialects within a single conversation. In contrast, Spanglish is a hybrid language that combines elements of both Spanish and English, often involving the transformation of English words into Spanish-sounding ones. Some examples of code switching include: “Oye Juan, traeme la calabaza (Hey Juan, bring me the pumpkin), because my mom wants to cook it.” “Here I come, mi hermano (my brother).”  Some examples of Spanshligh include: Me prestas una corita (Can you lend me a quarter).”  Replacing “quarter” with “corita. Other examples include lonchear instead of almorzar or printear intead of imprimir. Code-switching involves seamlessly alternating between languages within the same sentence, while Spanglish incorporates English terms into Spanish, even if they lose their original English meaning.

Understanding the distinctions between code-switching and Spanglish is crucial for advertising to Hispanic consumers. The implications for advertising to Hispanics are significant. Code switching allows advertisers to reach a wider audience by incorporating both Spanish and English into their campaigns. These linguistic practices reflect the multicultural and multilingual experiences of Hispanics in the United States. Also, this strategy acknowledges the bilingual nature of many Hispanics and demonstrates cultural sensitivity. Advertisers should consider the generational aspect when crafting messages, acknowledging the daily language switches among young Hispanics (Levine, 2023). However, it is important for advertisers to strike a balance between languages. Some implications include identity expression, generation gap, cultural sensitivity, and contextual translation. On the other hand, Spanglish can be seen as a reflection of cultural identity and can resonate with Hispanic consumers on a deeper level. Advertisers who incorporate Spanglish into their campaigns show an understanding of the linguistic diversity within the Hispanic community. This approach can create a sense of authenticity and connection with consumers. In terms of contextual translation, advertising agencies must consider the cultural context when translating campaigns.

To conclude, while code switching allows advertisers to reach a broader audience, Spanglish has
the potential to establish stronger connections with Hispanic consumers. Code-switching and
Spanglish are integral to the Hispanic experience in the United States, reflecting cultural,
linguistic, and generational dynamics. Understanding these differences is crucial for effective
advertising campaigns targeting this diverse demographic group. By embracing both code
switching and Spanglish, advertisers can successfully engage with Hispanics in meaningful ways
that acknowledge their linguistic diversity and cultural identity.

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