In:
World Englishes, Wiley, Vol. 38, No. 3 ( 2019-09), p. 348-351
Abstract:
Globalization, along with emerging new media forms, is responsible for the spread of bilingualism and multilingualism in advertising. As English represents the common core of advertising, advertisers view it as the most suitable linguistic vehicle for the globalized world, mixing it with local language(s) in innovative and unique ways in their advertisements depending upon whether they originate from the Inner, Outer or Expanding Circles of English use. This introduction explores the multidimensional characteristics and dynamics of language mixing in advertisements in relation to the papers in this volume, ranging from the perspectives of structural to functional, monolingual to plurilingual, monocultural to cross‐cultural, and rational to emotional.
Type of Medium:
Online Resource
ISSN:
0883-2919
,
1467-971X
Language:
English
Publisher:
Wiley
Publication Date:
2019
detail.hit.zdb_id:
1495564-7
detail.hit.zdb_id:
2271256-2
SSG:
5,3
