Bilingualism in the Global Media and Advertising M. Cristina Caimotto

Why advertising to illustrate the spread of bilingualism?  Advertisers consciously or unconsciously favor bilingualism  Advertising is an integral part of modern- day communication  Language use in advertising has profound implications for communication generally (513)

Defining Globalization  Globalization is defined as the integration of finance, markets, technologies and information systems in a way that is tying the world together so as to enable each of us to reach around the world faster, more cheaply, and more deeply than ever before (Friedman, 2000) (514)  Do you agree with this definition?

Globalization or localization?  English is the choice of global advertisers and marketers, it has become the single most important language of globalization.  But which variety of English?  Find examples of globalization/localization

How do you solve the paradox?  International advertisers use an approach that goes beyond monolingual texting.  Innovative approach grounded in bilingualism (515).  Questions (515)

Conceptual framework  Advertising = mixed system verbal and non-verbal components  Language mixing as “bad language”  Is that true? Are people lazy? (517)  Negative, neutral, positive views (517-8)

Kachru’s model (520)  Inner circle  Outer circle  Extending or expanding circle  Examples of English in non-roman scripts can be found in the outer circle and extending circle

Ad as discourse unit  Product name  Company name or logo  Labels  Pricing  Availability  Slogans  Main body  Headlines and subheaders (524)  Example on page 525

Structural dependency hierarchy  Figure 20.6 page 529  The onset of English penetration begins with naming and then spreads to other domains  English is the single most important transmitter of global cultural discourse manifesting itself largely in American films, television, music, magazines, fashion, sports, and Disney theme parks. As a result, advertising worldwide is unified by vocabulary drawn from the inner circle of English.

The Mystique Factor  English is often called into service to achieve certain positive and exclusive effects (see 20.2 page 537)  Special effects and creative meanings (539-41

How English is used  Some domains are still inaccessible to English (542)  Advertisers expect their target to have some degree of bilingual competence.  Concern for intelligibility: the loss of propositional meaning is not a total loss. Attention-getting function.  Deeper demands of creativity and positive attitude towards language mixing

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