Identity Constructions In Bilingual Advertising

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Identity Constructions in Bilingual Advertising

Author : Songqing Li
Publisher : Routledge
ISBN 13 : 0429825528
Total Pages : 226 pages
Book Rating : 4.4/5 (298 download)

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Book Synopsis Identity Constructions in Bilingual Advertising by : Songqing Li

Download or read book Identity Constructions in Bilingual Advertising written by Songqing Li and published by Routledge. This book was released on 2018-09-03 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 1315392577
Total Pages : 103 pages
Book Rating : 4.3/5 (153 download)

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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 103 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.

Advertising as Multilingual Communication

Author : H. Kelly-Holmes
Publisher : Springer
ISBN 13 : 0230503012
Total Pages : 206 pages
Book Rating : 4.2/5 (35 download)

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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 206 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.

Foreign Languages in Advertising

Author : Jos Hornikx
Publisher : Springer Nature
ISBN 13 : 3030316912
Total Pages : 263 pages
Book Rating : 4.0/5 (33 download)

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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.

Marketing Identities Through Language

Author : E. Martin
Publisher : Springer
ISBN 13 : 0230511902
Total Pages : 286 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Marketing Identities Through Language by : E. Martin

Download or read book Marketing Identities Through Language written by E. Martin and published by Springer. This book was released on 2005-11-30 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 1000542289
Total Pages : 205 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis Linguistic Landscapes in South-East Asia by : Seyed Hadi Mirvahedi

Download or read book Linguistic Landscapes in South-East Asia written by Seyed Hadi Mirvahedi and published by Routledge. This book was released on 2022-05-17 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
ISBN 13 : 9781853596469
Total Pages : 364 pages
Book Rating : 4.5/5 (964 download)

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Book Synopsis Negotiation of Identities in Multilingual Contexts by : Aneta Pavlenko

Download or read book Negotiation of Identities in Multilingual Contexts written by Aneta Pavlenko and published by Multilingual Matters. This book was released on 2004 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Bilingualism and Identity

Author : Mercedes Niño-Murcia
Publisher : John Benjamins Publishing
ISBN 13 : 9789027241481
Total Pages : 380 pages
Book Rating : 4.2/5 (414 download)

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Book Synopsis Bilingualism and Identity by : Mercedes Niño-Murcia

Download or read book Bilingualism and Identity written by Mercedes Niño-Murcia and published by John Benjamins Publishing. This book was released on 2008 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Bilingual Couples Talk

Author : Ingrid Piller
Publisher : John Benjamins Publishing
ISBN 13 : 9789027241368
Total Pages : 336 pages
Book Rating : 4.2/5 (413 download)

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Book Synopsis Bilingual Couples Talk by : Ingrid Piller

Download or read book Bilingual Couples Talk written by Ingrid Piller and published by John Benjamins Publishing. This book was released on 2002-01-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

English in China

Author : Songqing Li
Publisher : Routledge
ISBN 13 : 1000592758
Total Pages : 166 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis English in China by : Songqing Li

Download or read book English in China written by Songqing Li and published by Routledge. This book was released on 2022-06-14 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Attitudes to Language

Author : Peter Garrett
Publisher : Cambridge University Press
ISBN 13 : 1139486829
Total Pages : pages
Book Rating : 4.1/5 (394 download)

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Book Synopsis Attitudes to Language by : Peter Garrett

Download or read book Attitudes to Language written by Peter Garrett and published by Cambridge University Press. This book was released on 2010-04-08 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Just about everyone seems to have views about language. Language attitudes and language ideologies permeate our daily lives. Our competence, intelligence, friendliness, trustworthiness, social status, group memberships, and so on, are often judged from the way we communicate. Even the speed at which we speak can evoke reactions. And we often try to anticipate such judgements as we communicate. In this lively introduction, Peter Garrett draws upon research carried out over recent decades in order to discuss such attitudes and the implications they have for our use of language, for social advantage or discrimination, and for social identity. Using a range of examples that includes punctuation, words, grammar, pronunciation, accents, dialects and languages, this book explores the intricate and fascinating ways in which language influences our everyday thoughts, feelings and behaviour.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522517944
Total Pages : 1806 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Advertising and Branding: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Advertising and Branding: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1806 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

The Handbook of World Englishes

Author : Cecil L. Nelson
Publisher : John Wiley & Sons
ISBN 13 : 1119164214
Total Pages : 846 pages
Book Rating : 4.1/5 (191 download)

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Book Synopsis The Handbook of World Englishes by : Cecil L. Nelson

Download or read book The Handbook of World Englishes written by Cecil L. Nelson and published by John Wiley & Sons. This book was released on 2020-01-15 with total page 846 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive reference work on World Englishes—fully revised, expanded, and updated The Handbook of World Englishes is a collection of articles on the cross-cultural and transnational linguistic convergence and change of the English language. Now in its second edition, this Handbook brings together multiple theoretical, contextual, and ideological perspectives, and offers new interpretations of the changing identities of world Englishes (WE) speakers and examines the current state of the English language across the world. Thematically integrated contributions from leading scholars and researchers explore the expansion, modification, and adaptation of English in various settings and discuss the role of English in local, regional, and global contexts. This highly regarded text has been fully updated throughout the new edition to reflect the current conditions, contexts, and functions of major varieties of English across the world. Significant revisions to topics—such as an overview of the varieties of modern world Englishes and the First Diaspora in Wales and Ireland—reflect expanded scholarship in the field and new directions of research. Each chapter from the first edition has been updated in content and citations, while 11 new chapters cover subjects including world Englishes testing and Postcolonial theory, as well as world Englishes in South America, Russia, Africa, China, Southeast Asia, the United States, and Canada. Examines both traditional and contemporary perspectives on World Englishes Written by international authors, experts in their respective fields Emphasizes the historical development of the English language through a series of diasporas Highlights research into a wide range of sociolinguistic contexts and processes including code switching, newly established WE varieties, and new data on Chinese and Russian Englishes Explores future directions in WE research, development, and application The Handbook of World Englishes is an essential resource for academics, researchers, practitioners, and advanced students in fields including applied linguistics, language teaching, the history of the English language, world literatures, and related social and language sciences.

Multilingualism from Manuscript to 3D

Author : Matylda Włodarczyk
Publisher : Taylor & Francis
ISBN 13 : 1000839222
Total Pages : 254 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Multilingualism from Manuscript to 3D by : Matylda Włodarczyk

Download or read book Multilingualism from Manuscript to 3D written by Matylda Włodarczyk and published by Taylor & Francis. This book was released on 2023-01-24 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection explores the links between multimodality and multilingualism, charting the interplay between languages, channels and forms of communication in multilingual written texts from historical manuscripts through to the new media of today and the non-verbal associations they evoke. The volume argues that features of written texts such as graphics, layout, boundary marking and typography are inseparable from verbal content. Taken together, the chapters adopt a systematic historical perspective to investigate this interplay over time and highlight the ways in which the two disciplines might further inform one another in the future as new technologies emerge. The first half of the volume considers texts where semiotic resources are the sites of modes, where multiple linguistic codes interact on the page and generate extralinguistic associations through visual features and spatial organizaisation. The second half of the book looks at texts where this interface occurs not in the text but rather in the cultural practices involved in social materiality and text transmission. Enhancing our understandings of multimodal resources in both historical and contemporary communication, this book will be of interest to scholars in multimodality, multilingualism, historical communication, discourse analysis and cultural studies. Chapters 1, 4, and 5 of this book are available for free in PDF format as Open Access from the individual product page at www.routledge.com. Chapters 1 & 4 have been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license, with Chapter 5 being made available under a Creative Commons Attribution 4.0 license.

Emerging Bilingual Speech

Author : Anna Verschik
Publisher : A&C Black
ISBN 13 : 144114028X
Total Pages : 277 pages
Book Rating : 4.4/5 (411 download)

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Book Synopsis Emerging Bilingual Speech by : Anna Verschik

Download or read book Emerging Bilingual Speech written by Anna Verschik and published by A&C Black. This book was released on 2011-10-20 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anna Verschik offers a new perspective on how a previously monolingual community of Russian-speakers in Estonia is rapidly becoming bilingual after the end of the Soviet occupation in 1991. The contact-induced change in Russian under the growing impact of Estonian is analysed in the theoretical framework of code-copying. Changes in linguistic behaviour of the speakers are often a result of intentional cultivation of non-monolingual communication strategies and language policies, and go hand in hand with the development of a new identity, 'Estonian Russians'. Emerging Bilingual Speech is a fascinating study that will be of interest to researchers studying language contact, language change and bilingualism.

English as a Local Language

Author : Christina Higgins
Publisher : Multilingual Matters
ISBN 13 : 1847696937
Total Pages : 169 pages
Book Rating : 4.8/5 (476 download)

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Book Synopsis English as a Local Language by : Christina Higgins

Download or read book English as a Local Language written by Christina Higgins and published by Multilingual Matters. This book was released on 2009-07-08 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: When analyzed in multilingual contexts, English is often treated as an entity that is separable from its linguistic environment. It is often the case, however, that multilinguals use English in hybrid and transcultural ways. This book explores how multilingual East Africans make use of English as a local resource in their everyday practices by examining a range of domains, including workplace conversation, beauty pageants, hip hop and advertising. Drawing on the Bakhtinian concept of multivocality, the author uses discourse analysis and ethnographic approaches to demonstrate the range of linguistic and cultural hybridity found across these domains, and to consider the constraints on hybridity in each context. By focusing on the cultural and linguistic bricolage in which English is often found, the book illustrates how multilinguals respond to the tension between local identification and dominant conceptualizations of English as a language for global communication.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Author : Alcántara-Pilar, Juan Miguel
Publisher : IGI Global
ISBN 13 : 1466682639
Total Pages : 404 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Analyzing the Cultural Diversity of Consumers in the Global Marketplace by : Alcántara-Pilar, Juan Miguel

Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by Alcántara-Pilar, Juan Miguel and published by IGI Global. This book was released on 2015-04-30 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.