This thesis investigates the strategic use of language in advertising songs within Hong Kong's multicultural context, focusing on the comparison between macaronic (Cantonese and English) and single-language songs.
The research examines how these linguistic strategies influence brand recall, emotional connections, and cultural resonance across different age groups. Utilizing a hybrid approach of quantitative questionnaires and qualitative experiments, the study tests three hypotheses. Findings reveal that macaronic songs significantly enhance brand recall and emotional engagement, particularly among young adults (ages 18-34), while older adults (ages 35-54) show a preference for single- language songs. This highlights generational differences in engagement. Additionally, the study identifies that leisure and mass-market products are well-suited for macaronic songs, whereas industrial products benefit from single-language clarity. The research suggests future studies should expand demographic representation and explore various industries, emphasizing the need for adaptive advertising strategies in Hong Kong's dynamic market.
