Discourse functions and pragmatics of mixing: advertising across cultures

Discourse functions and pragmatics of mixing: advertising across cultures TEJ K. BHATIA* INTRODUCTION The aim of this paper is to examine the role of English in print advertising at the global level. Toward this goal a typology of the mixing of English in Asian and European languages is presented. In addition to examining the formal properties of mixing, the discourse functions of mixing are also analyzed. This cross-linguistic study goes on to argue that the pattern of mixing, even multiple mixing, is not a phenomenon restricted to the languages of the developing nations which are undergoing the process of modernization. European languages such as French, Italian and Spanish also reflect the same pattern to some extent. Not only this, but what is more interesting is the fact that some languages, such as Japanese and Chinese, which are not very receptive to foreignism, have yielded to influence from English that goes beyond the phenomenon of linguistic borrowing. What is even more intriguing is that English has begun to penetrate those discourse domains which were once guarded fiercely by the twice world language French. HYPOTHESES The universality of language mixing and the global power of English are tested by examining the following set of hypotheses: (1) Only those languages http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png World Englishes Wiley

Discourse functions and pragmatics of mixing: advertising across cultures

World Englishes, Volume 11 (2‐3) – Jul 1, 1992

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Publisher
Wiley
Copyright
Copyright © 1992 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0883-2919
eISSN
1467-971X
DOI
10.1111/j.1467-971X.1992.tb00064.x
Publisher site
See Article on Publisher Site

Abstract

TEJ K. BHATIA* INTRODUCTION The aim of this paper is to examine the role of English in print advertising at the global level. Toward this goal a typology of the mixing of English in Asian and European languages is presented. In addition to examining the formal properties of mixing, the discourse functions of mixing are also analyzed. This cross-linguistic study goes on to argue that the pattern of mixing, even multiple mixing, is not a phenomenon restricted to the languages of the developing nations which are undergoing the process of modernization. European languages such as French, Italian and Spanish also reflect the same pattern to some extent. Not only this, but what is more interesting is the fact that some languages, such as Japanese and Chinese, which are not very receptive to foreignism, have yielded to influence from English that goes beyond the phenomenon of linguistic borrowing. What is even more intriguing is that English has begun to penetrate those discourse domains which were once guarded fiercely by the twice world language French. HYPOTHESES The universality of language mixing and the global power of English are tested by examining the following set of hypotheses: (1) Only those languages

Journal

World EnglishesWiley

Published: Jul 1, 1992

References

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