The Influence Of Dialect in Speaking Found In Advertisement Videos on Social Media

Abstract

This study investigates the influence of Singlish, a colloquial form of Singapore English, on spoken language in advertisement videos on social media platforms. Focusing on the phonological and sociolinguistic aspects, the research employs Chomsky's Generative Phonology framework to analyze the phonological processes of deletion, permutation, infixation, transformation, and affirmation in Singlish utterances. Through qualitative analysis of social media advertisements, the study reveals how Singlish dialectical features, such as phonological simplifications, grammar and syntax adjustments, and pragmatic markers, influence communication style and cultural identity. The findings suggest that Singlish serves as a tool for advertisers to connect with local audiences by reflecting regional linguistic characteristics, while also navigating the challenges posed by standard language expectations in global marketing contexts. This research contributes to understanding the dynamic role of dialects in digital media and their impact on communication in advertising.