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
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