The use of foreign words as a persuasive tool in Marketing discourse: the cultural stereotype of Global English in Spanish print advertising
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 (Krist...
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| Tipo de recurso: | tesis de maestría |
| Fecha de publicación: | 2010 |
| País: | España |
| Institución: | Universidad Complutense de Madrid (UCM) |
| Repositorio: | Docta Complutense |
| Idioma: | inglés |
| OAI Identifier: | oai:docta.ucm.es:20.500.14352/46284 |
| Acceso en línea: | https://hdl.handle.net/20.500.14352/46284 |
| Access Level: | acceso abierto |
| Palabra clave: | Use of foreign words Marketing discourse Filología inglesa Lingüística 5505.10 Filología 57 Lingüística |
| Sumario: | 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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