-PDF Download- Identity Constructions In Bilingual Advertising EBOOK

Identity Constructions in Bilingual Advertising

Author: Songqing Li

Publisher: Routledge

Published: 2018-09-03

Total Pages: 226

ISBN-13: 0429825528

This is the first book-length study of identity constructions in relation to English as a contact language in advertising of non-English-speaking countries through a critical and interpretive lens. Instead of simply presuming the role of the English language may have in constructing identities within the multimodal advertisement, this book aims to explore ethnographically the ideological underpinnings of identity constructions in the context of local politics of English. It studies the varying degrees of the contribution of the English language and its possible roles in bilingual advertising, unravels the ideological dimensions of the language as well as identity and explains the sociocultural forms and meanings of identity. To this end, it develops a new critical-cognitive approach, bringing together recent advances in English as a global language, critical sociolinguistics, multilingual studies and multimodal discourse analysis. By delving into the cognitive process of identity constructions, it provides an evidence-based account of the roles of English, and it illustrates the interconnections between identities and local politics of English. This interdisciplinary book will be of interest to scholars and students in bilingualism, multilingualism, discourse analysis, English as a global language, multimodality, advertising and marketing.

Advertising and Multilingual Repertoires

Author: Marco Santello

Publisher: Routledge

Published: 2016-08-05

Total Pages: 103

ISBN-13: 1315392577

DOWNLOAD EBOOK →

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

Author: H. Kelly-Holmes

Publisher: Springer

Published: 2016-01-11

Total Pages: 206

ISBN-13: 0230503012

DOWNLOAD EBOOK →

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

Author: Jos Hornikx

Publisher: Springer Nature

Published: 2019-12-17

Total Pages: 263

ISBN-13: 3030316912

DOWNLOAD EBOOK →

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.

Marketing Identities Through Language

Author: E. Martin

Publisher: Springer

Published: 2005-11-30

Total Pages: 286

ISBN-13: 0230511902

DOWNLOAD EBOOK →

Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

Linguistic Landscapes in South-East Asia

Author: Seyed Hadi Mirvahedi

Publisher: Routledge

Published: 2022-05-17

Total Pages: 205

ISBN-13: 1000542289

DOWNLOAD EBOOK →

Anchored within current issues and debates in the field of Linguistic Landscape (LL) scholarship, this edited volume is concerned with politics of language and the semiotic construction of space in multilingual and multi-ethnic Asian countries. Spanning Malaysia, Singapore, Vietnam, Indonesia, the Philippines, Hong Kong, Taiwan and China, the chapters explore how different individuals and collectivities use semiotic resources in different spaces – schools, airports, streets and shops as well as online platforms – to reinforce or contest existing social structures, bearing strong implications for language maintenance and cultural revitalization, construction of ethnolinguistic and national identities, and socioeconomic mobility. Part I looks into how globalization and its accompanying forces and influences – such as the importance of English in socioeconomic mobility – come into contact with local Asian cultures and languages. Part II examines minority languages, demographically and socio-politically established in the countries, shedding light on the role of LL that plays in both their minorization and revitalization processes. Part III investigates how LL is utilized as a site for constructing identities to pursue socioeconomic, political and cultural goals. It is within this perspective that the presence and salience of English in the LL of the countries along with the use of the Asian languages is analyzed and understood, shedding light on how Asian heritage languages and cultures are preserved and/or certain identities in the times of political unrest or economic development are expressed. This fascinating insight into linguistic landscapes in Asia will be of interest to researchers, students and policy makers in sociolinguistics and applied linguistics anywhere in the world.

Negotiation of Identities in Multilingual Contexts

Author: Aneta Pavlenko

Publisher: Multilingual Matters

Published: 2004

Total Pages: 364

ISBN-13: 9781853596469

DOWNLOAD EBOOK →

This volume highlights the role of language ideologies in the process of negotiation of identities and shows that in different historical and social contexts different identities may be negotiable or non-negotiable.

Bilingual Couples Talk

Author: Ingrid Piller

Publisher: John Benjamins Publishing

Published: 2002-01-01

Total Pages: 336

ISBN-13: 9789027241368

DOWNLOAD EBOOK →

This sociolinguistic study of the linguistic practices of bilingual couples describes the conditions, processes and results of private language contact. It is based on a unique corpus of more than 20 hours of private conversations between partners in bilingual marriages. Adding to its breadth of coverage, these private conversations are supplemented with larger public discourses about international couplehood. The volume thus offers a corpus-driven investigation of the ways in which ideologies of gender, nationality and immigration mediate linguistic performances in private cross-cultural communication. The author embraces social-constructionist, feminist and postmodern approaches to second language learning, multilingualism and cross-cultural communication. In contrast to other titles in the field which have focused almost exclusively on the socialization of bilingual children, this book explores what it means to one's sense of self to become socialized into a second language and culture as a late bilingual.

Bilingualism and Identity

Author: Mercedes Niño-Murcia

Publisher: John Benjamins Publishing

Published: 2008

Total Pages: 380

ISBN-13: 9789027241481

DOWNLOAD EBOOK →

Sociolinguists have been pursuing connections between language and identity for several decades. But how are language and identity related in bilingualism and multilingualism? Mobilizing the most current methodology, this collection presents new research on language identity and bilingualism in three regions where Spanish coexists with other languages. The cases are Spanish-English contact in the United States, Spanish-indigenous language contact in Latin America, and Spanish-regional language contact in Spain. This is the first comparativist book to examine language and identity construction among bi- or multilingual speakers while keeping one of the languages constant. The sociolinguistic standing of Spanish varies among the three regions depending whether or not it is a language of prestige. Comparisons therefore afford a strong constructivist perspective on how linguistic ideologies affect bi/multilingual identity formation.

English in China

Author: Songqing Li

Publisher: Routledge

Published: 2022-06-14

Total Pages: 166

ISBN-13: 1000592758

DOWNLOAD EBOOK →

English-related linguistic creativity and language commodification are a constant topic of interest and analysis for scholars. This volume is intended to initiate a dialogue between these two domains of inquiry that have been abundantly addressed but rarely documented together or in relation to one another. English as used in mainland China is presented as a case study where it remains rather unclear the extent to which the language is actually used in people’s lives, outside the domain of education. The volume enriches existing empirical studies by exploring the creative and innovative uses of English in people’s lives and its commodification at different language-centred economic spaces within China while also providing an update of our understanding of the sociolinguistic situation of English in China, a country undergoing rapid socio-economic transformation. English in China is the first attempt to discuss the possible relationship, intersection, and tension between two seemingly inseparable research topics. The book is an important resource for students and scholars in the fields of Applied Linguistics, Bilingualism, Sociolinguistics, Translation, and Contemporary Chinese Studies.