Identity Constructions In Bilingual Advertising
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Identity Constructions In Bilingual Advertising
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Author : Songqing Li
language : en
Publisher: Routledge
Release Date : 2018-09-03
Identity Constructions In Bilingual Advertising written by Songqing Li and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-03 with Language Arts & Disciplines categories.
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 As Multilingual Communication
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Author : H. Kelly-Holmes
language : en
Publisher: Palgrave Macmillan
Release Date : 2004-11-30
Advertising As Multilingual Communication written by H. Kelly-Holmes and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-11-30 with Business & Economics categories.
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.
Advertising And Branding Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2017-01-06
Advertising And Branding Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-06 with Business & Economics categories.
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
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Author : Cecil L. Nelson
language : en
Publisher: John Wiley & Sons
Release Date : 2020-01-15
The Handbook Of World Englishes written by Cecil L. Nelson and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-15 with Language Arts & Disciplines categories.
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. 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
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Author : Matylda Włodarczyk
language : en
Publisher: Taylor & Francis
Release Date : 2023-01-24
Multilingualism From Manuscript To 3d written by Matylda Włodarczyk and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-24 with Language Arts & Disciplines categories.
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
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Author : Anna Verschik
language : en
Publisher: Bloomsbury Publishing
Release Date : 2008-10-31
Emerging Bilingual Speech written by Anna Verschik and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-10-31 with Language Arts & Disciplines categories.
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
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Author : Christina Higgins
language : en
Publisher: Multilingual Matters
Release Date : 2009-07-08
English As A Local Language written by Christina Higgins and has been published by Multilingual Matters this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-07-08 with Language Arts & Disciplines categories.
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.
The Routledge Handbook Of World Englishes
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Author : Andy Kirkpatrick
language : en
Publisher: Routledge
Release Date : 2010-06-17
The Routledge Handbook Of World Englishes written by Andy Kirkpatrick and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-17 with Language Arts & Disciplines categories.
The Routledge Handbook of World Englishes constitutes a comprehensive introduction to the study of World Englishes drawing on the expertise of leading authors within the field. The Handbook is structured in nine sections covering historical perspectives, core issues and topics and new debates which together provide a thorough overview of the field taking into account the new directions in which the discipline is heading. Among the key themes covered are the development of English as a lingua franca among speakers for whom English is a common but not first language, the parallel development of English as a medium of instruction in educational institutions throughout the world and the role of English as the international language of scholarship and scholarly publishing, as well as the development of ‘computer-mediated’ Englishes, including ‘cyberprose’. The Handbook also includes a substantial introduction and conclusion from the editor. The Routledge Handbook of World Englishes is the ideal resource for postgraduate students of applied linguistics as well as those in related degrees such as applied English language and TESOL/TEFL.
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace
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Author : Alcántara-Pilar, Juan Miguel
language : en
Publisher: IGI Global
Release Date : 2015-04-30
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace written by Alcántara-Pilar, Juan Miguel and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-30 with Business & Economics categories.
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.
Linguistic Landscape
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Author : Elana Shohamy
language : en
Publisher: Routledge
Release Date : 2008-05-15
Linguistic Landscape written by Elana Shohamy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-05-15 with Language Arts & Disciplines categories.
This title explores linguistic landscape, which refers to the signs, directions, and other documentation that appear in the public space, and includes the interpretation of this 'visible language' in social, political, and economic contexts.