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M. Berns (1995)
English in Europe: whose language, which culture?International Journal of Applied Linguistics, 5
Bhatt Bhatt (2001b)
World EnglishesAnnual Review of Anthropology, 30
Elizabeth Martin (2002)
Mixing English in French advertisingWorld Englishes, 21
Patricia Friedrich (2001)
A sociolinguistic profile of English in Brazil: Issues of imperialism, dominance, and empowerment
Elizabeth Martin (2002)
Cultural images and different varieties of English in French television commercialsEnglish Today, 18
Patricia Friedrich (2000)
English in Brazil: Functions and Attitudes.World Englishes, 19
This paper presents a study completed in Quito, Ecuador's capital, in 2002. It investigates the attitudinal perceptions toward English in advertising in this context, as well as the actual distribution of English in magazine ads and commercial names of business establishments. The findings are the result of four data collection procedures: first, a questionnaire administered to advertising experts; second, an analysis of business names in ten shopping centers; third, an analysis of advertisements in Ecuadorian magazines; and fourth, an interview survey with the same group of advertising experts. The results are analyzed both quantitatively and qualitatively, with the aim to provide an attitudinal sociolinguistic profile of English in Ecuador from a descriptive, comparative and critical perspective. Adopting the socioeconomic framework presented by Bourdieu (1991), English is found to represent commercial capital. Moreover, English is shown to be highly stratified according to socioeconomic strata, and to function as a segmentizer and a gatekeeper on the Ecuadorian market. Thus, if English is to succeed in functioning as empowerment (cf. Friedrich, 2001) among the disadvantaged in Ecuador in the future, affirmative action is needed, especially within the educational sector.
World Englishes – Wiley
Published: May 1, 2003
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