Linguistic normalisation and the market

Author:

Atkinson David1,Kelly-Holmes Helen

Affiliation:

1. University of Limerick

Abstract

Language planning and policy in Catalonia has been a focus of much interest and discussion over the past three decades. In this article we go beyond issues of policy in order to examine what happens when an influential constituency in the linguistic landscape of Catalonia, namely advertisers, have a “free choice” as regards the language(s) which they use when advertising in a key site in the print media, that of El Periódico de Catalunya, one of the two biggest-selling newspapers in Catalonia. Uniquely this paper publishes daily “identical” versions in Castilian Spanish and in Catalan and this feature obliges advertisers to select from several sociolinguistic options as regards the language(s) in which their advertising is published. We were particularly interested in establishing whether any patterns of language choice appeared to dominate in this advertising and in identifying any links which might exist between the characteristics of the companies concerned, the types of products and services on offer and the linguistic choices made. The results of our study suggest that there is a tendency among many advertisers, particularly those of certain types of products which cross national boundaries and are associated with technological development and “modernity,” to use Castilian in both the Castilian and the Catalan versions of the newspaper.

Publisher

John Benjamins Publishing Company

Subject

Linguistics and Language,Communication

Cited by 9 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Laughing the Pain Away: Understanding Sambat Practice among Javanese Youth;The Asia Pacific Journal of Anthropology;2024-01

2. Emotional Persuasion in Localized Advertising—Analyzing the Dialectal Language and Visual Images;European Advertising Academy;2023

3. Using Indigenous Languages for Enhanced Global Marketing in Tanzania;Advances in Electronic Government, Digital Divide, and Regional Development;2021

4. Ethnic Language;Foreign Languages in Advertising;2019-12-18

5. Linguistic Landscaping in Tabriz, Iran: A Discursive Transformation of a Bilingual Space into a Monolingual Place;The Sociolinguistics of Iran’s Languages at Home and Abroad;2019

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3