The presence of plurilingual practices involving the mixing of local and other languages is widely attested in advertising, mainly with English but also with other languages. Globalization processes have contributed to the global spread of English, but also to the blurring of linguistic and cultural boundaries, with translanguaging and transcultural practices becoming increasingly common. This study provides an investigation of print advertisements from a corpus collected from 2011 to 2018 from Italian magazines. We look at the presence of English and other languages across the dataset, focusing above all on processes of cross-linguistic creativity exploiting English, English and Italian, as well as other languages.
English and other languages in Italian advertising
Vettorel Paola
;Franceschi Valeria
2019-01-01
Abstract
The presence of plurilingual practices involving the mixing of local and other languages is widely attested in advertising, mainly with English but also with other languages. Globalization processes have contributed to the global spread of English, but also to the blurring of linguistic and cultural boundaries, with translanguaging and transcultural practices becoming increasingly common. This study provides an investigation of print advertisements from a corpus collected from 2011 to 2018 from Italian magazines. We look at the presence of English and other languages across the dataset, focusing above all on processes of cross-linguistic creativity exploiting English, English and Italian, as well as other languages.
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