English in advertising and brand naming: sociolinguistic considerations and the case of Brazil

Abstract

A study of commercial names that extends ET's on-going discussion of ‘shop-sign English’ and similar phenomena from Europe and Asia into Latin America. A large body of literature describes the use of English loanwords all over the world. When it comes to developing nations, one of the most common explanations for such a phenomenon is the superiority attributed to what is foreign, especially when business and advertising are involved. This article discusses the phenomenon of English loanwords and advertising using the case of Brazil as a scenario. It exemplifies the many motivations that lead to the incorporation of English into the world of business and advertising, and argues for a comprehensive view of this phenomenon, balancing external and internal forces contributing to the use of English.

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