In her article, “Code-breaking/code-making: A New Language approach in advertising,” Maria Jose Garcia Vizcaino dives deeper into the meaning of multilingual language based advertising techniques. In order to identify the purpose of how and why advertisers use this technique she gives examples of different companies that have used this strategy before. She also reflects on the purpose of using multiple languages within ads; when discussing this topic, Vizcaino states: “…identifying the types of analytical units where the foreign languages are inserted will help us to examine how and to what extent foreign languages are integrated into the structure of the matrix language of the ads and also to determine if the use of foreign languages serves a visual function rather than a content or meaning-based purpose.” What this means is that the language aspect of an advertisement is not necessarily promoting different cultures to be all-encompassing, but rather to be used as a marketing method that causes consumers to better remember or relate to a product.
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