Bilingualism and Multilingualism in the Global Media and Advertising

Abstract

The economic forces of globalization together with the rise of global media have set the stage for a dramatic, exponential rise in global bilingualism. This chapter focuses on the pattern of English-based plurilingualism as reflected primarily in global print and television advertising. The chapter not only discusses the role of English as a source of global plurilingualism and the changes it is undergoing in this role, but also posits a long-neglected plurilingual approach to advertising media discourse which in turn sheds light on the processes and underlying reasons for the spread of English in global media. The use of English in non-Roman scripts is not an exception, but is a quite widespread tendency in global advertising. Language-mixing or mixing of English with other languages is motivated by the deeper demands of creativity, which in turn support the positive and systemic view to language-mixing and global bilingualism.

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