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Advertising as Multilingual Communication
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.
Minority Language Broadcasting
This volume examines the historical context, current state of and future prospects for broadcasting in minority languages, taking Irish and Breton as case studies. Practitioners and academics from a variety of disciplines come together to identify and debate the key issues that will mean success or failure for minority language broadcasting in the new millennium.
Sociolinguistics from the Periphery
This book offers a fascinating new perspective on language, boundaries, and speakers' impact on individuals' capital and opportunities.
Managing Language Diversity
Indlæg om flersprogethed holdt af Michael Clyne ved et CILS (Current Issues in Language and Society) seminar samt debat og kommentarer til indlægget
Cultural Functions of Translation
This book discusses the far-reaching effects that translated texts may have in the target culture and illustrates that translation as a culture-transcending process is an important way of forming cultural identities and of positioning cultures. Lawrence Venuti discusses the enormous power translation wields in constructing representations of foreign cultures. The conservative or transgressive effects of translation are illustrated by several translation projects from different periods: novels, philosophical texts, and religious texts. Candace Seguinot focuses on effects of globalisation for translating advertising. She argues that the marketing of goods and services across cultural boundarie...
Multilingualism and the Periphery
Multilingualism and the Periphery is an edited volume that explores the ways in which core-periphery dynamics shape multilingualism. The research focuses on peripheral sites, which are defined by a relationship-be it geographic, political, economic etc.-to some perceived centre. Viewing multilingualism through the lens of core-periphery dynamics allows the contributors to highlight language ideological tensions with regard to language boundary-making, language ownership, commodification and authenticity, as well as the ways in which speakers seek novel solutions in adapting their linguistic resources to new situations and thereby develop innovative language practices. Since the core-periphery relationship is never fixed, but instead constantly renegotiated and mutually constitutive, the essays in the volume are particularly concerned with processes of peripheralization and of centralization. The volume includes ten essays by leading scholars in the field, and introductory and concluding remarks by the volume editors.
Thematising Multilingualism in the Media
This chapter takes as a point of departure the website of the "Voices" project, a large media enterprise on languages in the UK conducted by the BBC in 2003-2005. With the help of the notions of language ideology and the analytical tools of multimodal critical discourse analysis, the paper shows how representations of languages on the website are a discursive terrain on which negotiations of national identities are played out. Essentially, the argument is that there is a constant tension between centripetal (unifying) and centrifugal (particularising) forces which strive for the.
One Country, Two Systems, Three Languages
This set of papers and debates derive from a conference that took place in Hong Kong in 1996. The participants analyzed the patterns of language use that prevailed in mid-1996 and assessed the linguistic changes that might accompany the political shift when Hong Kong is returned to China.
Language and Materiality
Language and Materiality argues the importance of analyzing language use with an eye toward new materialisms, semiotics, and ideology.
