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
World Englishes – Wiley
Published: Jul 1, 1992
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera