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The Social Meaning Potential of the Global English Based on Data from Different Communities
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In: Taikomoji kalbotyra, Iss 14 (2021) (2021)
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Forms of address in TV series from the 1960s to the present day as part of informalisation processes of late modern Lithuanian and Danish societies
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In: Taikomoji kalbotyra, Iss 12 (2019) (2019)
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Capital city in the perceptions of "the best Lithuanian"
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In: Taikomoji kalbotyra, Iss 6 (2014) (2014)
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Productivity patterns of derivational and inflectional adaptation of new borrowings
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In: Taikomoji kalbotyra, Iss 3 (2014) (2014)
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Needs and trends of lexical borrowing in written Lithuanian in 1991-2013
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In: Taikomoji kalbotyra, Iss 3 (2014) (2014)
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| 7 |
Įvadas. Vilniaus kalba: naujas tyrimų etapas
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In: Taikomoji kalbotyra, Iss 6 (2014) (2014)
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| 8 |
Beautiful or intelligent? Discourse stereotypes and social meanings of phonetic variation among adolescent girls in Vilnius
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In: Taikomoji kalbotyra, Iss 6 (2014) (2014)
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Lithuanian dialect reserve. Social and geographical restrictions imposed on dialect mobility as reflected in direct attitudinal studies
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In: Taikomoji kalbotyra, Iss 1 (2012) (2012)
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| 10 |
Vowel lengthening as a sociolinguistic feature of Vilnius speech
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In: Taikomoji kalbotyra, Iss 1 (2012) (2012)
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| 11 |
Anglų kalbos vartojimas ir kodų kaita Lietuvos televizijų reklamose. Use of English and code-mixing in TV commercials in Lithuania
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In: Kalbotyra, Vol 62, Iss 3, Pp 108-125 (2010) (2010)
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Abstract:
The paper focuses on the problem of language domain loss and sets out to examine the relationship between Lithuanian and English in TV commercials in Lithuania. The aim of the research is to determine the spread of English, together with the functions of English elements in the commercials and code-mixing. The data consists of a corpus of TV commercials recorded in 2003 and in 2009; in total, more than 1200 commercials, broadcasted during the most popular TV programs in one week each year. The analysis has shown that TV advertising as a domain of Lithuanian language use is not being lost and the situation hasn’t changed over the years. There are almost no only English commercials. Most of the commercials are a mix of Lithuanian and English codes, while English is mostly used in the product names. There are few English slogans and not much other information in English in the corpus. It turned out that there might be a special strategy for the localization of commercials in Lithuania. The oral form of the commercials is more Lithuanized than the written form. The slogans and the product names are presented in translation or explained in Lithuanian. At the same time, the written part of the commercials can have more information in English. Some English insertions most likely have a symbolic function to make an impression that the product advertised is valuable or modern. The use of English in commercials may have the purpose of communicating prestige and especially targeting at an audience with a high social status or young people. --- Straipsnyje keliama Lietuvoje iki šiol labai mažai tirta kalbos domenų praradimo problema ir analizuojami anglų ir lietuvių kalbų santykiai televizijos reklamoje. Tyrimo tikslas – nustatyti anglų kalbos vartojimo apimtis ir plitimą, angliškų elementų funkcijas bei kodų kaitos pobūdį. Medžiaga rinkta 2003 m. ir 2009 m., vieną savaitę įrašinėjant Lietuvos televizijų transliuojamų žiūrimiausių laidų reklamas. Tyrimo medžiagą iš viso sudarė per 1200 reklamų. Dviejų laikotarpių palyginimas parodė, kad televizijos reklama Lietuvoje nėra prarandamas kalbos domenas ir situacija praktiškai nesikeičia. Vien anglų kalba transliuojamų reklamų beveik nepasitaikė, o didžiąją dalį korpuso sudarančiose mišriose reklamose vyravo angliški prekės pavadinimai. Pastebėta, kad daugiau informacijos anglų kalba pateikiama rašytine nei garsine forma, taip pat, kad reklamose panaudojama anglų kalbos simbolinė vertė ir prestižas.
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Keyword:
anglų kalba; globalizacija; kalbos prestižas; kodų kaita; Language and Literature; P; P1-1091; Philology. Linguistics; reklama; televizija
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URL: https://doaj.org/article/024e7eba1a6449888b1f5dbbeda8a06e
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| 12 |
Anglų kalbos vartojimas ir kodų kaita Lietuvos televizijų reklamose
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In: Kalbotyra, Vol 62 (2010) (2010)
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