Publication
Title
English in advertising: generic intertextuality in a globalizing media environment
Author
Abstract
Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for creative-linguistic reasons. The current article, however, will present an analysis of four examples of advertisements in which English is used for reasons that have not been discussed in the scholarly literature so far. More specifically, in these advertisements, which intertextually refer to a range of British and American media genres, specific registers of English are used to mark the generic intertextuality of the ads. The analysis, I believe, sheds new light on the use of English in the media, and more particularly on issues such as viewers agency and linguistic superiority.
Language
English
Source (journal)
Applied linguistics. - Oxford, 1980, currens
Publication
Oxford : 2010
ISSN
0142-6001 [print]
1477-450X [online]
Volume/pages
37:1(2010), p. 115-135
ISI
000274482600006
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 18.05.2010
Last edited 20.06.2017
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