Publication: The use of foreign words as a persuasive tool in Marketing discourse: the cultural stereotype of Global English in Spanish print advertising
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2010
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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.
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Universidad Complutense. Facultad de Filología. Máster en Lingüística Inglesa: nuevas aplicaciones y comunicación internacional.