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| Author | : E. Martin |
| Publisher | : Springer |
| Total Pages | : 300 |
| Release | : 2005-11-30 |
| Genre | : Business & Economics |
| ISBN | : 0230511902 |
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.
| Author | : Songqing Li |
| Publisher | : Routledge |
| Total Pages | : 226 |
| Release | : 2018-09-03 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 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.
| Author | : Nancy Mae Antrim |
| Publisher | : Cambridge Scholars Publishing |
| Total Pages | : 205 |
| Release | : 2021-03-04 |
| Genre | : Social Science |
| ISBN | : 1527566986 |
"Seeking Identity: Language in Society" looks at how we define and create identity both as individuals and as a society through language. Our language choices reflect not only how we view ourselves, but how we are viewed by society. An individual's identity is reflected in various language construed identities: ethnicity, gender, and cross-cultural/counter cultural. In turn these identities are projected by society on the individual/ethnic group by the language choices society makes in describing and addressing these individuals. In the first section (Language and Identity), an ethnolinguistic approach is used to address the areas of language identity/loyalty, gender, and ethnic pride. Section two (Language and Advertising) looks at how society in turn uses language to relate to different groups by appealing to ethnic pride, language identity, and the power/prestige that using a particular language variety entails. Section three (Language and the Media) explores how the media contributes to our construction of identity. Section four (Language and Discourse) shows how written discourse can appropriate, construct, and parody identity.
| Author | : H. Kelly-Holmes |
| Publisher | : Springer |
| Total Pages | : 221 |
| Release | : 2016-01-11 |
| Genre | : Business & Economics |
| ISBN | : 0230503012 |
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.
| Author | : Susanne Tietze |
| Publisher | : Routledge |
| Total Pages | : 268 |
| Release | : 2013-01-11 |
| Genre | : Business & Economics |
| ISBN | : 1134139756 |
Globalization processes have resulted in the emergence of business and management networks in which the sharing of knowledge is of crucial importance. Combining two contemporary and important subject areas – namely that of international management and also language and communication in multi-language contexts – the author of this book presents a wealth of ideas, examples and applications taken from international and global contexts, which show that ‘language matters’ in the pursuit of international business affairs. The book establishes the theoretical core of its main ideas by introducing two orientations (social construction and linguistic relativity) and demonstrates how they can be drawn on to frame and understand the activities of managers. Highly innovative and topical, Susanne Tietze’s book will appeal to students of international management and international human resource management as well as those studying intercultural communication. It is also useful for managers and practitioners who work internationally.
| Author | : Nikolas Coupland |
| Publisher | : John Wiley & Sons |
| Total Pages | : 674 |
| Release | : 2011-07-05 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1444351621 |
The Handbook of Language and Globalization brings together important new studies of language and discourse in the global era, consolidating a vibrant new field of sociolinguistic research. The first volume to assemble leading scholarship in this rapidly developing field Features new contributions from 36 internationally-known scholars, bringing together key research in the field and establishing a benchmark for future research Comprehensive coverage is divided into four sections: global multilingualism, world languages and language systems; global discourse in key domains and genres; language, values and markets under globalization; and language, distance and identities Covers an impressive breadth of topics including tourism, language teaching, social networking, terrorism, and religion, among many others Winner of the British Association for Applied Linguistics book prize 2011
| Author | : Brenda Domínguez-Rosado |
| Publisher | : Cambridge Scholars Publishing |
| Total Pages | : 120 |
| Release | : 2015-09-04 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1443882097 |
Language and identity have an undeniable link, but what happens when a second language is imposed on a populace? Can a link be broken or transformed? Are the attitudes towards the imposed language influential? Can these attitudes change over time? The mixed-methods results provided by this book are ground-breaking because they document how historical and traditional attitudes are changing towards both American English (AE) and Puerto Rican Spanish (PRS) on an island where the population has been subjected to both Spanish and US colonization. There are presently almost four million people living in Puerto Rico, while the Puerto Rican diaspora has surpassed it with more than this living in the United States alone. Because of this, many members of the diaspora no longer speak PRS, yet consider themselves to be Puerto Rican. Traditional stances against people who do not live on the island or speak the predominant language (PRS) yet wish to identify themselves as Puerto Rican have historically led to prejudice and strained relationships between people of Puerto Rican ancestry. The sample study provided here shows that there is not only a change in attitude towards the traditional link between PRS and Puerto Rican identity (leading to the inclusion of diasporic Puerto Ricans), but also a wider acceptance of the English language itself on this Caribbean island.
| Author | : Gesine Lenore Schiewer |
| Publisher | : Walter de Gruyter GmbH & Co KG |
| Total Pages | : 974 |
| Release | : 2023-05-08 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 3110795485 |
The Handbook consists of four major sections. Each section is introduced by a main article: Theories of Emotion – General Aspects Perspectives in Communication Theory, Semiotics, and Linguistics Perspectives on Language and Emotion in Cultural Studies Interdisciplinary and Applied Perspectives The first section presents interdisciplinary emotion theories relevant for the field of language and communication research, including the history of emotion research. The second section focuses on the full range of emotion-related aspects in linguistics, semiotics, and communication theories. The next section focuses on cultural studies and language and emotion; emotions in arts and literature, as well as research on emotion in literary studies; and media and emotion. The final section covers different domains, social practices, and applications, such as society, policy, diplomacy, economics and business communication, religion and emotional language, the domain of affective computing in human-machine interaction, and language and emotion research for language education. Overall, this Handbook represents a comprehensive overview in a rich, diverse compendium never before published in this particular domain.
| Author | : Jos Hornikx |
| Publisher | : Springer Nature |
| Total Pages | : 263 |
| Release | : 2019-12-17 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 3030316912 |
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.
| Author | : Marco Santello |
| Publisher | : Routledge |
| Total Pages | : 103 |
| Release | : 2016-08-05 |
| Genre | : Foreign Language Study |
| ISBN | : 1315392577 |
Advertising and Multilingual Repertoires provides an introduction to the linguistic processes involved in advertising discourse and explores the interconnections between advertising and multilingualism from an applied linguistic perspective.
