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The purpose of this book is to investigate bilingualism in commercial advertisement. Based on the objectives of the study, data was gathered through the use of questionnaires and interviews as well as informal conversations held with the respondents.The findingshows that bilingualism is has an important role in commercial advertisement to communicate better with the speakers of different languages. Bilingual advertisement has also the advantage of creating a sense of identity with the speakers of the languages used for advertisement. The study also reveals that the communicative effects and the creation of identity in bilingual advertisements serve as means to enable advertisers to increase their sales and profitability. Moreover, attitudes of advertisers towards using bilingual advertisementis positive. The majority of the advertisers use different ways of getting feedback regarding the advantage of bilingual advertisement while the rest have no means of any kind. All the organizations emphasized the communicative advantage rather than the status of the language in their use of code-switching and English language in their bilingual advertisement.

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Lemma kassaye has graduated from Bahir Dar University in English (B.Ed).He has also an M.A in Linguistics with special focus on Sociolinguistics from Addis Ababa University. Currently, he is working as a lecturer of Linguistics and English at Bahir Dar University.

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