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.

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.

This book explores the instrumentality of language in constructing identity in contemporary society. The processes of globalization, hyper-mobility, rapid urbanization, and the increasing desire of local populations to be linked to the global community have created a pressing need to reconfigure identity in this new world order. Following the digital revolution, both traditional and new media are dissolving linguistic boundaries. The centrality of language in organizing communities and groups cannot be overstated: our social order is developed alongside our linguistic allegiance, shared narratives, collective memories, and common social history. Keeping in mind the fluidity of identity, the book brings together fourteen chapters providing cultural and social perspectives. The ideas reflected here draw on a range of disciplines, such as psychology, sociology, anthropology, cultural studies, the politics of language, and linguistic identity.

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.

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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.

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.