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Hits 81 – 100 of 133
81
Language costs
Piller, Ingrid
. - : Language on the move, 2011
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82
Language learning and height
Piller, Ingrid
. - : Language on the move, 2011
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83
Toiletological English
Piller, Ingrid
. - : Language on the move, 2011
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84
Do you speak Swiss?
Piller, Ingrid
. - : Language on the move, 2011
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85
Learn English, make friends!
Piller, Ingrid
. - : Language on the move, 2011
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86
Not knowing English good for business?
Piller, Ingrid
. - : Language on the move, 2011
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87
Long-term English language learners
Piller, Ingrid
. - : Language on the move, 2011
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88
Bilingual math
Piller, Ingrid
. - : Language on the move, 2011
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89
Tyranny of language
Piller, Ingrid
. - : Language on the move, 2011
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90
The Politics of subtitling
Piller, Ingrid
. - : Language on the move, 2011
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91
Language revitalization and liberation
Piller, Ingrid
. - : Language on the move, 2011
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92
Where is home?
Piller, Ingrid
. - : Language on the move, 2011
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93
Toiletology
Piller, Ingrid
. - : Language on the move, 2010
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94
French – the brand
Piller, Ingrid
. - : Language on the move, 2010
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95
The Colonial cringe in academia
Piller, Ingrid
. - : Language on the move, 2010
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96
Tipsy on multilingualism?!
Piller, Ingrid
. - : Language on the move, 2010
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97
More on Korean linguistic exports
Piller, Ingrid
. - : Language on the move, 2010
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98
Multilingual diversity marketing
Piller, Ingrid
. - : Language on the move, 2010
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99
In memoriam Erwin Koller
Piller, Ingrid
. - : Language on the move, 2010
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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
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