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Advertising And Multilingual Repertoires
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Book Synopsis Advertising and Multilingual Repertoires by : Marco Santello
Download or read book Advertising and Multilingual Repertoires written by Marco Santello and published by Routledge. This book was released on 2016-08-05 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advertising and Multilingual Repertoires by : Marco Santello
Download or read book Advertising and Multilingual Repertoires written by Marco Santello and published by Routledge. This book was released on 2016-08-05 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes
Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Foreign Languages in Advertising by : Jos Hornikx
Download or read book Foreign Languages in Advertising written by Jos Hornikx and published by Springer Nature. This book was released on 2019-12-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advertising Culture and Translation by : Rosanna Masiola
Download or read book Advertising Culture and Translation written by Rosanna Masiola and published by Cambridge Scholars Publishing. This book was released on 2017-03-07 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Multilingualism Online by : Carmen Lee
Download or read book Multilingualism Online written by Carmen Lee and published by Taylor & Francis. This book was released on 2016-09-13 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: By the co-author of Language Online, this book builds on the earlier work while focusing on multilingualism in the digital world. Drawing on a range of digital media – from email to chatrooms and social media such as Facebook, Instagram, and YouTube – Lee demonstrates how online multilingualism is closely linked to people's offline literacy practices and identities, and examines the ways in which people draw on multilingual resources in their internet participation. Bringing together central concepts in sociolinguistics and internet linguistics, the eight chapters cover key issues such as: language choice code-switching identities language ideologies minority languages online translation. Examples in the book are drawn from both all the major languages and many lesser-written ones such as Chinese dialects, Egyptian Arabic, Irish, and Welsh. A chapter on methodology provides practical information for students and researchers interested in researching online multilingualism from a mixed methods and practice-based approach. Multilingualism Online is key reading for all students and researchers in the area of multilingualism and new media, as well as those who want to know more about languages in the digital world.
Book Synopsis Multilingual Practices in Language History by : Päivi Pahta
Download or read book Multilingual Practices in Language History written by Päivi Pahta and published by Walter de Gruyter GmbH & Co KG. This book was released on 2017-12-18 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Translanguaging as Everyday Practice by : Gerardo Mazzaferro
Download or read book Translanguaging as Everyday Practice written by Gerardo Mazzaferro and published by Springer. This book was released on 2018-10-04 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Routledge Handbook of Language and Digital Communication by : Alexandra Georgakopoulou
Download or read book The Routledge Handbook of Language and Digital Communication written by Alexandra Georgakopoulou and published by Routledge. This book was released on 2015-07-16 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Language and Digital Communication provides a comprehensive, state of the art overview of language-focused research on digital communication, taking stock and registering the latest trends that set the agenda for future developments in this thriving and fast moving field. The contributors are all leading figures or established authorities in their areas, covering a wide range of topics and concerns in the following seven sections: • Methods and Perspectives; • Language Resources, Genres, and Discourses; • Digital Literacies; • Digital Communication in Public; • Digital Selves and Online-Offline Lives; • Communities, Networks, Relationships; • New debates and Further directions. This volume showcases critical syntheses of the established literature on key topics and issues and, at the same time, reflects upon and engages with cutting edge research and new directions for study (as emerging within social media). A wide range of languages are represented, from Japanese, Greek, German and Scandinavian languages, to computer-mediated Arabic, Chinese and African languages. The Routledge Handbook of Language and Digital Communication will be an essential resource for advanced undergraduates, postgraduates and researchers within English language and linguistics, applied linguistics and media and communication studies.
Book Synopsis Language - Nation - Identity by : Elizaveta Khachaturyan
Download or read book Language - Nation - Identity written by Elizaveta Khachaturyan and published by Cambridge Scholars Publishing. This book was released on 2015-06-18 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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'.
Book Synopsis Language, Globalization and the Making of a Tanzanian Beauty Queen by : Sabrina Billings
Download or read book Language, Globalization and the Making of a Tanzanian Beauty Queen written by Sabrina Billings and published by Multilingual Matters. This book was released on 2013-11-29 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: Through micro-analysis of language use, this book chronicles young women's pathways to becoming a Tanzanian beauty queen, offering an original perspective on the intersection of language with globalization, nationalism, and inequality in urban East Africa. This compelling linguistic ethnography considers the real-life effects, both on- and off-stage, of language policy, education, and gender dynamics for the women competing in the pageants. While highlighting many contestants' struggles for escape from poverty and patriarchy, the book also emphasizes their creative strategies – linguistic and otherwise – for bettering their lives and shows how people living in a global economic periphery take part in, and sometimes feel left out of, the wider world.
Book Synopsis English as a Lingua Franca in Wider Networking by : Paola Vettorel
Download or read book English as a Lingua Franca in Wider Networking written by Paola Vettorel and published by Walter de Gruyter GmbH & Co KG. This book was released on 2014-08-27 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a constantly interconnected world communication takes place beyond territorial boundaries, in networks where English works as a lingua franca. The volume explores how ELF is employed in internationally-oriented personal blogs; findings show how bloggers deploy an array of resources to their expressive and interactional aims, combining global and local communicative practices. Implications of findings in ELF and ELT terms are also discussed.
Book Synopsis Second-language Discourse in the Digital World by : Ilona Vandergriff
Download or read book Second-language Discourse in the Digital World written by Ilona Vandergriff and published by John Benjamins Publishing Company. This book was released on 2016-08-17 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Second-language Discourse in the Digital World illustrates a new, practice-driven approach to technology in second-language (L2) learning that begins with what L2 users do when they connect with others online. With its rich set of examples from a number of different languages and a variety of digital platforms, in and beyond the classroom, this book provides a structured account of L2 computer-mediated discourse. The book is divided into four sections. Section I considers how new media have changed language learning. Section II is about L2 participation in digital forms and practices in online communities. Sections III centers around L2 linguistic and other semiotic practices, including the use of multimodal and multilingual resources while section IV analyzes social practices to explore how networked L2 users build, maintain and challenge relationships. Written in accessible style, the volume will be an important read to anyone interested in L2 use and learning in Web 2.0.Finalist for the AAAL 2019 book award.
Book Synopsis Exploring (Im)mobilities by : Anna De Fina
Download or read book Exploring (Im)mobilities written by Anna De Fina and published by Multilingual Matters. This book was released on 2021-11-23 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Pedagogical Translanguaging by : Jasone Cenoz
Download or read book Pedagogical Translanguaging written by Jasone Cenoz and published by Cambridge University Press. This book was released on 2022-01-27 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learning through the medium of a second or additional language is becoming very common in different parts of the world because of the increasing use of English as the language of instruction and the mobility of populations. This situation demands a specific approach that considers multilingualism as its core. Pedagogical translanguaging is a theoretical and instructional approach that aims at improving language and content competences in school contexts by using resources from the learner's whole linguistic repertoire. Pedagogical translanguaging is learner-centred and endorses the support and development of all the languages used by learners. It fosters the development of metalinguistic awareness by softening of boundaries between languages when learning languages and content. This Element looks at the way pedagogical translanguaging can be applied in language and content classes and how it can be valuable for the protection and promotion of minority languages. This title is also available as Open Access on Cambridge Core.
Book Synopsis Multilingual Brazil by : Marilda C. Cavalcanti
Download or read book Multilingual Brazil written by Marilda C. Cavalcanti and published by Routledge. This book was released on 2017-09-22 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings together cutting edge work by Brazilian researchers on multilingualism in Brazil for an English-speaking readership in one comprehensive volume. Divided into five sections, each with its own introduction, tying together the themes of the book, the volume charts a course for a new sociolinguistics of multilingualism, challenging long-held perceptions about a monolingual Brazil by exploring the different policies, language resources, ideologies and social identities that have emerged in the country’s contemporary multilingual landscape. The book elucidates the country’s linguistic history to demonstrate its evolution to its present state, a country shaped by political, economic, and cultural forces both locally and globally, and explores different facets of today’s multilingual Brazil, including youth on the margins and their cultural and linguistic practices; the educational challenges of socially marginalized groups; and minority groups’ efforts to strengthen languages of identity and belonging. In addition to assembling linguistic research done in Brazil previously little known to an English-speaking readership, the book incorporates theoretical frameworks from other disciplines to provide a comprehensive picture of the social, political, and cultural dynamics at play in multilingual Brazil. This volume is key reading for researchers in linguistic anthropology, sociolinguistics, applied linguistics, cultural studies, and Latin American studies.
Book Synopsis The Routledge Handbook of Language Contact by : Evangelia Adamou
Download or read book The Routledge Handbook of Language Contact written by Evangelia Adamou and published by Routledge. This book was released on 2020-07-26 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Handbook of Language Contact provides an overview of the state of the art of current research in contact linguistics. Presenting contact linguistics as an established field of investigation in its own right and featuring 26 chapters, this handbook brings together a broad range of approaches to contact linguistics, including: experimental and observational approaches and formal theories; a focus on social and cognitive factors that impact the outcome of language contact situations and bilingual language processing; the emergence of new languages and speech varieties in contact situations, and contact linguistic phenomena in urban speech and linguistic landscapes. With contributions from an international range of leading and emerging scholars in their fields, the four sections of this text deal with methodological and theoretical approaches, the factors that condition and shape language contact, the impact of language contact on individuals, and language change, repertoires and formation. This handbook is an essential reference for anyone with an interest in language contact in particular regions of the world, including Anatolia, Eastern Polynesia, the Balkans, Asia, Melanesia, North America, and West Africa.
