World Englishes and cross-cultural advertising
Bibliographic Data
| ID | 2939889 |
|---|---|
| Authors | Tej K Bhatia (Syracuse University Syracuse New York, corresponding author), Sujata Surinder Kathpalia (0000-0003-0432-526X, Language and Communication Centre Nanyang Technological University Singapore) |
| Year | 2019 |
| Volume | 38 |
| Issue | 3 |
| Pages | 348-351 |
| Publication date | 2019-09-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | World Englishes (JOURNAL) |
| Journal identifiers | ISSN: 0883-2919 • E-ISSN: 1467-971X |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/weng.12419 |
| OpenAlex | W2970334683 |
| Language | EN |
| Citations received | 2 |
| References cited | 3 |
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
Advertising · Business · Globalization · Linguistics · Mixing (physics · Multilingualism · Neuroscience of multilingualism · Political science · Relation (database · Sociology · World Englishes · Computer Science · Linguistics, Language Diversity, and Identity · Multilingual Education and Policy · Translation Studies and Practices
| Unique citing works | 2 |
|---|---|
| Citations per year | 0,33 |
| Citation span | 2020 - 2025 (6) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 2 |