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.

This is the first book-length research into identity constructions in relation to English mixing in advertising of non-English-speaking countries through a critical and interpretive lens. It aims to explore ethnographically the ideological underpinnings of identity constructions in the context of local politics of English.

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.

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 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.

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.

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.