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"Corpus Linguistics and the Analysis of Sociolinguistic Change demonstrates how particular styles and varieties of language are chosen and represented in the media, to reveal changing language ideologies and sociolinguistic change. Drawing on a corpus of ads broadcast on an Irish radio station between 1977 and 2017, this book shows how corpus linguistic tools can be creatively employed, in conjunction with frameworks and concepts such as audience and referee design and indexicality, and examines how accents and dialects (vernacular and prestige) are exploited in the ads across the decades. In addition, this book: llustrates the key principles of corpus design for sociolinguistics studies and offers a framework for future diachronic corpus studies of advertising on social media; provides a model for analysing corpus data at both inter-varietal and intra-varietal levels in terms of both accent and dialectal features and explores the efficacy of using particular corpus linguistic tools; identifies key factors which can be used by researchers as evidence for sociolinguistic change and links these factors to relevant theories and frameworks; demonstrates how corpus tools can be used to compare advertising discourse with naturally occurring discourse, with particular reference to markers of (pseudo) intimate discourse. Building on the growing body of research relating to variation and change in Irish English, this book is key reading for researchers and advanced students undertaking research within the areas of sociolinguistics and corpus linguistics"--

Dialectology --- Comparative linguistics --- Sociolinguistics --- Mathematical linguistics --- English language --- Language and languages in advertising. --- Advertising

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This is the first book-lengthstudyof identity constructions in relation to Englishas a contact languagein advertising of non-English-speaking countries through a critical and interpretive lens. Instead of simplypresuming theroleof theEnglish 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 thecontribution of theEnglish 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 itillustrates the interconnections betweenidentities 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.

English language --- Language and languages in advertising. --- Identity (Psychology) --- Social aspects

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Advertising --- Advertising copy --- Translating and interpreting --- Language and languages in advertising. --- Persuasion (Rhetoric) --- Chinese language --- English language --- Communication in marketing. --- Language --- Evaluation. --- Translations --- Discourse analysis. --- Luxuries.

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“An impressive integration of research in the use of foreign, or multiple, languages in marketing communications. This work is essential reading for scholars who are interested in conducting research in the area. It provides a global view of the field, including the major conceptual frameworks and empirical findings to date.” -- David Luna, University of Central Florida, USA 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. Jos Hornikx is Associate Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands. Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.

Language and languages in advertising. --- Advertising --- Sociolinguistics. --- Applied linguistics. --- Psycholinguistics. --- Multilingualism. --- Marketing. --- Globalization. --- Markets. --- Applied Linguistics. --- Emerging Markets/Globalization. --- Public markets --- Commerce --- Fairs --- Market towns --- Global cities --- Globalisation --- Internationalization --- International relations --- Anti-globalization movement --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Plurilingualism --- Polyglottism --- Language and languages --- Language, Psychology of --- Psychology of language --- Speech --- Linguistics --- Psychology --- Thought and thinking --- Language and society --- Society and language --- Sociology of language --- Language and culture --- Sociology --- Integrational linguistics (Oxford school) --- Marketing --- Psychological aspects --- Social aspects --- Sociological aspects --- Advertising. Public relations --- Pragmatics --- Sociolinguistics