World Englishes and Global Advertising

Abstract

Inspired by sociolinguistic and sociopsychological research on one hand, and by globalization and marketing forces on the other, the treatment of the mixing in various linguistic and media forms has gained several new dimensions during the past three decades. This chapter focuses primarily on these two latest trends, with special reference to world Englishes. Although a number of issues (including choice of medium, media buying, and content creation) confront global advertisers from the perspectives of the topic at hand, the following three are the main concerns of international advertisers: standardization vs. adaptation; language choice and language attitude; and audience reach and modality choice. Besides the low-level cosmetic mixing, the more frequent and dominant trend in global advertising is the high-level fusion which manifests itself in the following four ways: mixing of world Englishes; mixing of world English accents; mixing of English with other languages; and mixing of English with non-Roman scripts.

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