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All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year AND OR AND NOT All fields Title Creator / Publisher Keyword Year Sort by creator [A → Z]' creator [Z → A]' publishing year ↑ (asc)' publishing year ↓ (desc)' title [A → Z]' title [Z → A]' Simple Search Page: 1 2 3 4 5 6 7 Hits 81 – 100 of 133 81 Language costs Piller, Ingrid. - : Language on the move, 2011 BASE Show details 82 Language learning and height Piller, Ingrid. - : Language on the move, 2011 BASE Show details 83 Toiletological English Piller, Ingrid. - : Language on the move, 2011 BASE Show details 84 Do you speak Swiss? Piller, Ingrid. - : Language on the move, 2011 BASE Show details 85 Learn English, make friends! Piller, Ingrid. - : Language on the move, 2011 BASE Show details 86 Not knowing English good for business? Piller, Ingrid. - : Language on the move, 2011 BASE Show details 87 Long-term English language learners Piller, Ingrid. - : Language on the move, 2011 BASE Show details 88 Bilingual math Piller, Ingrid. - : Language on the move, 2011 BASE Show details 89 Tyranny of language Piller, Ingrid. - : Language on the move, 2011 BASE Show details 90 The Politics of subtitling Piller, Ingrid. - : Language on the move, 2011 BASE Show details 91 Language revitalization and liberation Piller, Ingrid. - : Language on the move, 2011 BASE Show details 92 Where is home? Piller, Ingrid. - : Language on the move, 2011 BASE Show details 93 Toiletology Piller, Ingrid. - : Language on the move, 2010 BASE Show details 94 French – the brand Piller, Ingrid. - : Language on the move, 2010 BASE Show details 95 The Colonial cringe in academia Piller, Ingrid. - : Language on the move, 2010 BASE Show details 96 Tipsy on multilingualism?! Piller, Ingrid. - : Language on the move, 2010 BASE Show details 97 More on Korean linguistic exports Piller, Ingrid. - : Language on the move, 2010 BASE Show details 98 Multilingual diversity marketing Piller, Ingrid. - : Language on the move, 2010 BASE Show details 99 In memoriam Erwin Koller Piller, Ingrid. - : Language on the move, 2010 BASE Show details 100 English, the non-language Piller, Ingrid. - : Language on the move, 2010 Abstract: Much of the signage that can be found in contemporary public spaces is commercial. It is a form of advertising, and language choice in commercial signage such as shop names is a good indicator of the values associated with a particular language. The basic idea is that the connotations of the shop name are such that they will attract potential customers. From a multilingual perspective, the interesting signs are those where a language other than the default choice – the official language of a particular place – is used. In much of the non-English-speaking world, English signs, of course, hold pride of place and English has come to be widely associated with modernity, progress, globalization and consumption. Whereas languages other than English mostly index ethnic stereotypes, English indexes a social stereotype (as I discussed in detail in this review article). What that means is that English is not used to conjure up some archetypal American or British quality in the same way that French or Italian are used to imbue a business with some stereotypical French-ness or Italian-ness. Keyword: 200401 applied linguistics and educational linguistics; 200405 language in culture and society (sociolinguistics) URL: http://hdl.handle.net/1959.14/1077318 BASE Hide details Page: 1 2 3 4 5 6 7

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