Gómez Cerdeño, Teresa (2010) The use of foreign words as a persuasive tool in Marketing discourse: the cultural stereotype of Global English in Spanish print advertising. Tesis Master's thesis.
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Official URL: http://portal.ucm.es/web/masteres-filologia/master-en-linguistica-inglesa
Abstract
In the present paper we will show how a socio-cognitive approach (Kristiansen and Dirven, 2009) can contribute to a deeper understanding of the phenomenon of English code-switching in Spanish advertising. Starting from the idea that language is both a “maker” and a “marker” of social identity (Kristiansen, 2009; Eckert,2004), we will see how English words and phrases are intentionally used by advertisers to make social meaning, namely, cultural associations with the stereotype of global English.
| Item Type: | Thesis (Master's thesis) | ||||
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| Additional Information: | Universidad Complutense. Facultad de Filología. Máster en Lingüística Inglesa: nuevas aplicaciones y comunicación internacional. | ||||
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| Uncontrolled Keywords: | Use of foreign words; Marketing discourse | ||||
| Subjects: | Humanities > Philology > English philology Humanities > Philology > Linguistics | ||||
| ID Code: | 12622 | ||||
| Deposited On: | 04 May 2011 10:43 | ||||
| Last Modified: | 04 May 2011 11:13 |
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