Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.

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.

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 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.

This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.

By the co-author of Language Online, this book builds on the earlier work while focusing on multilingualism in the digital world. Drawing on a range of digital media – from email to chatrooms and social media such as Facebook, Instagram, and YouTube – Lee demonstrates how online multilingualism is closely linked to people's offline literacy practices and identities, and examines the ways in which people draw on multilingual resources in their internet participation. Bringing together central concepts in sociolinguistics and internet linguistics, the eight chapters cover key issues such as: language choice code-switching identities language ideologies minority languages online translation. Examples in the book are drawn from both all the major languages and many lesser-written ones such as Chinese dialects, Egyptian Arabic, Irish, and Welsh. A chapter on methodology provides practical information for students and researchers interested in researching online multilingualism from a mixed methods and practice-based approach. Multilingualism Online is key reading for all students and researchers in the area of multilingualism and new media, as well as those who want to know more about languages in the digital world.

This volume offers empirically grounded perspectives on translanguaging as a locally situated, interactional accomplishment of practical action, and its significance within different domains of social life-school, education, diasporic families and communities, workplaces, urban linguistic landscapes, advertising practices and mental health centres – focusing on case studies from different countries and continents. The 14 chapters contribute to the understanding of translanguaging as a communicative and discursive practice, which is relationally constructed and strategically deployed by individuals during everyday encounters with language and cultural diversity. The contributions testify to translanguaging as an interdisciplinary and critical research paradigm by assembling scholars working on translanguaging from different perspectives, and a wide range of social, cultural, and geographical contexts. This volume contributes to the further development of new theoretical and analytical tools for the investigation of translanguaging as everyday practice, and how and why language practices are constructed, negotiated, opposed or subverted by social actors.

Researching Multilingualism expertly engages with a new sociolinguistics of multilingualism, taking account of this new communicative order and the particular cultural and social conditions of our times. Seventeen chapters are divided into four sections covering: researching discourses, policies and practices; contemporary mobilities; Researching multilingual communication on-line; Multilingualism in research practice. This state-of-the-art overview of research methodologies in multilingual settings will be of interest for all students and researchers working in the area of multilingualism within Linguistics, Applied Linguistics, Education and Communication Studies.

The Routledge Handbook of Language and Digital Communication provides a comprehensive, state of the art overview of language-focused research on digital communication, taking stock and registering the latest trends that set the agenda for future developments in this thriving and fast moving field. The contributors are all leading figures or established authorities in their areas, covering a wide range of topics and concerns in the following seven sections: • Methods and Perspectives; • Language Resources, Genres, and Discourses; • Digital Literacies; • Digital Communication in Public; • Digital Selves and Online-Offline Lives; • Communities, Networks, Relationships; • New debates and Further directions. This volume showcases critical syntheses of the established literature on key topics and issues and, at the same time, reflects upon and engages with cutting edge research and new directions for study (as emerging within social media). A wide range of languages are represented, from Japanese, Greek, German and Scandinavian languages, to computer-mediated Arabic, Chinese and African languages. The Routledge Handbook of Language and Digital Communication will be an essential resource for advanced undergraduates, postgraduates and researchers within English language and linguistics, applied linguistics and media and communication studies.

Is language one of the main components of national identity? How does it define one's national identity? Does its role change for each nation? These are the crucial questions that are explored in this volume, which describes the Nation-Identity dyad through the prism of language. The centuries-old theory on the role language plays in shaping national identity is discussed here in a new perspective appropriate to the 21st century. The analysis is provided from various points of view, and details changes in the relationship between these three elements (language, nation, and identity) in different historical, social and linguistic contexts. The book looks at several different languages in its analysis, such as English, Portuguese, French, Spanish and Italian. It brings together a wide variety of approaches to the linguistic educational system in a multilingual Africa and in countries with a rich migration history, like Australia and United States. It also discusses the role literature and textbooks play in shaping the sense of national belonging. The answers to the central questions described above are both highly individual and very general, but will, no doubt, stimulate the reader's reflection about 'me' and the 'other'.