Advertising and Multilingual Repertoires

Advertising and Multilingual Repertoires PDF

Author: Marco Santello

Publisher: Routledge

Published: 2016-08-05

Total Pages: 122

ISBN-13: 1315392569

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Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.

Advertising and Multilingual Repertoires

Advertising and Multilingual Repertoires PDF

Author: Marco Santello

Publisher: Routledge

Published: 2016-08-05

Total Pages: 103

ISBN-13: 1315392577

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Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.

Advertising as Multilingual Communication

Advertising as Multilingual Communication PDF

Author: H. Kelly-Holmes

Publisher: Springer

Published: 2016-01-11

Total Pages: 206

ISBN-13: 0230503012

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Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Foreign Languages in Advertising

Foreign Languages in Advertising PDF

Author: Jos Hornikx

Publisher: Springer Nature

Published: 2019-12-17

Total Pages: 263

ISBN-13: 3030316912

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This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Advertising Culture and Translation

Advertising Culture and Translation PDF

Author: Rosanna Masiola

Publisher: Cambridge Scholars Publishing

Published: 2017-03-07

Total Pages: 223

ISBN-13: 1443874868

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This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.

Exploring (Im)mobilities

Exploring (Im)mobilities PDF

Author: Anna De Fina

Publisher: Multilingual Matters

Published: 2021-11-23

Total Pages: 234

ISBN-13: 1788925319

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The impact of mobility and superdiversity in recent sociolinguistic research is well-established, yet very few studies deal with issues related to immobility. The chapters in this book focus on the sociolinguistic investigation of the dynamics between mobility and immobility as experienced by migrants, asylum seekers and members of minority or exploited groups. Central to the book is an exploration of how mobilities are affected by and in turn affect power relations and of the kinds of resources used by people to deal with (im)mobility processes. The book brings to light a new critical sociolinguistic imagination that is responsive to 21st century processes of (im)mobilities as socially, discursively and emotionally constructed and negotiated.

Plurilingual Pedagogies for Multilingual Writing Classrooms

Plurilingual Pedagogies for Multilingual Writing Classrooms PDF

Author: Kay M. Losey

Publisher: Routledge

Published: 2021-12-29

Total Pages: 226

ISBN-13: 1000529436

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A much-needed resource on plurilingual pedagogies, this book counters the common dominant English-only approach found in writing and composition classrooms by identifying practices and pedagogies that support multilingual students. Providing a window into a range of contexts and classrooms where students’ full identities are honored, contributors offer research-grounded strategies and pedagogies that allow students to harness all of their language resources in order to build on their strengths and develop their writing abilities. The specific examples in this book, drawn from high school and college writing contexts, demonstrate the value of embracing linguistic diversity in writing programs. Presenting a wide range of models and strategies from top scholars that center students’ linguistic repertoires as strengths, the volume addresses classroom teaching, assessment, curriculum, school administration, and more, all from an asset-based orientation. This book is ideal for courses in composition and second-language writing pedagogy as well as for students, scholars, and educators in second language writing, language and literacy education, and composition studies.

Translanguaging as Everyday Practice

Translanguaging as Everyday Practice PDF

Author: Gerardo Mazzaferro

Publisher: Springer

Published: 2018-10-04

Total Pages: 273

ISBN-13: 3319948512

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This volume offers empirically grounded perspectives on translanguaging as a locally situated, interactional accomplishment of practical action, and its significance within different domains of social life-school, education, diasporic families and communities, workplaces, urban linguistic landscapes, advertising practices and mental health centres – focusing on case studies from different countries and continents. The 14 chapters contribute to the understanding of translanguaging as a communicative and discursive practice, which is relationally constructed and strategically deployed by individuals during everyday encounters with language and cultural diversity. The contributions testify to translanguaging as an interdisciplinary and critical research paradigm by assembling scholars working on translanguaging from different perspectives, and a wide range of social, cultural, and geographical contexts. This volume contributes to the further development of new theoretical and analytical tools for the investigation of translanguaging as everyday practice, and how and why language practices are constructed, negotiated, opposed or subverted by social actors.

Multilingual Practices in Language History

Multilingual Practices in Language History PDF

Author: Päivi Pahta

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2017-12-18

Total Pages: 369

ISBN-13: 1501504940

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Texts of the past were often not monolingual but were produced by and for people with bi- or multilingual repertoires; the communicative practices witnessed in them therefore reflect ongoing and earlier language contact situations. However, textbooks and earlier research tend to display a monolingual bias. This collected volume on multilingual practices in historical materials, including code-switching, highlights the importance of a multilingual approach. The authors explore multilingualism in hitherto neglected genres, periods and areas, introduce new methods of locating and analysing multiple languages in various sources, and review terminology, theories and tools. The studies also revisit some of the issues already introduced in previous research, such as Latin interacting with European vernaculars and the complex relationship between code-switching and lexical borrowing. Collectively, the contributors show that multilingual practices share many of the same features regardless of time and place, and that one way or the other, all historical texts are multilingual. This book takes the next step in historical multilingualism studies by establishing the relevance of the multilingual approach to understanding language history.

Language - Nation - Identity

Language - Nation - Identity PDF

Author: Elizaveta Khachaturyan

Publisher: Cambridge Scholars Publishing

Published: 2015-06-18

Total Pages: 185

ISBN-13: 1443879312

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Is language one of the main components of national identity? How does it define one's national identity? Does its role change for each nation? These are the crucial questions that are explored in this volume, which describes the Nation-Identity dyad through the prism of language. The centuries-old theory on the role language plays in shaping national identity is discussed here in a new perspective appropriate to the 21st century. The analysis is provided from various points of view, and details changes in the relationship between these three elements (language, nation, and identity) in different historical, social and linguistic contexts. The book looks at several different languages in its analysis, such as English, Portuguese, French, Spanish and Italian. It brings together a wide variety of approaches to the linguistic educational system in a multilingual Africa and in countries with a rich migration history, like Australia and United States. It also discusses the role literature and textbooks play in shaping the sense of national belonging. The answers to the central questions described above are both highly individual and very general, but will, no doubt, stimulate the reader's reflection about 'me' and the 'other'.

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