How Advertising Speaks to Consumers: A Case of Youth Language in Local Commercial Discourse

Like other developing countries, especially Malaysian urban youths, are continuously creating their “own language” to set themselves apart from the older generation. Referred as Generation Z or Gen (post-millennials), these group of youths use slang that takes form code-mixing, abbreviations and ‘nonstandard variety’ languages. First, this study aimed reveal patterns youth language incorporated into local commercial discourse attract young-adult consumers. The focus is determine how used at same time bring forth different linguistic strategies employed in fashion articles. Secondly, investigated perception fellow Malaysians, young adults, regarding existence a language, magazines. This was qualitative descriptive study, but numbers percentages were also support findings. various types gathered based on titles 60 articles published 3 famous magazines, namely Remaja (Youth), Keluarga (Family) Nona (Woman). findings showed high usage non-standard code-mixing advertisements. main reason for using advertising engage attention potential target consumers within age group. On hand, it found most respondents had positive perceptions kinds advertisements consider good marketing skill.