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

Friedrich, Patricia

doi:10.1017/s0266078402003048

Cited by 62 publications

(55 citation statements)

References 16 publications

(5 reference statements)

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“…Aqaba was selected for its location and it is not being the capital because previous studies suggest that shop signs in capitals are more Anglicized than those of other cities (cf. Friedrich, 2002;Schlick, 2003;Thonus, 1991). The types of business in the sample area include (but are not limited to) car rental, jewelries, minimarkets, boutiques (shoe shops, clothes shops), liquor stores, restaurants, banks, Internet cafés, grocery shops, pharmacies, souvenirs and gift shops, and stores for furniture and electronic appliances.…”

Section: ) What Is the Attitude Of Shop Owners Towards English As A mentioning

confidence: 99%

Linguistic Landscape: A Case Study of Shop Signs in Aqaba City, Jordan

Amer¹,

Obeidat²

2014

ASS

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This research paper aims at investigating the language of business in Jordan in order to find out to what extent the foreign language, English in this case, has influence on the local language, i.e. Arabic, in business sector and what governs the presence of foreign elements in business language? Is it the type of business, customers, or other factors? Another aim is to find out whether these foreign words/phrases are used elsewhere in the local language or they are specific to certain business contexts. A final aim is to see the present status of English in Aqaba and the attitudes of shop owners towards English as a foreign language.

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Section: ) What Is the Attitude Of Shop Owners Towards English As A mentioning

confidence: 99%

Linguistic Landscape: A Case Study of Shop Signs in Aqaba City, Jordan

Amer¹,

Obeidat²

2014

ASS

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“…Há exemplos de estudos relativamente limitados no volume do corpus: simples coletâneas feitas por um pesquisador (KENNEDY, 1971) ou observações realizadas em apenas um local e/ou fonte (e.g. revista) (FRIEDRICH, 2002). Segundo Friedrich (2002, p. 28), empréstimos podem ser um fator de aumento da criatividade local, com uma certa especialização: línguas indígenas para ressaltar o lado natural do produto, francês para evocar algo elegante e italiano para a dimensão artística.…”

Section: Estudos Disponíveis E Nova Propostaunclassified

Empréstimos em catálogos automotivos brasileiros: contribuição dos estudos descritivos da tradução à compreensão do fenômeno

Brunelière

2016

Fórum Linguist.

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RESUMO: Os materiais de divulgação de produtos difundidos no Brasil recorrem frequentemente ao uso de empréstimos. Os estudos disponíveis sobre esse fenômeno privilegiam geralmente um sistema linguístico apenas subestimando a importância da passagem de um sistema para outro, através da tradução. Por meio de métodos oriundos dos Estudos Descritivos da Tradução, analisamos a posição sistêmica dos catálogos da empresa Peugeot e identificamos padrões na utilização dos empréstimos encontrados no material divulgado no Brasil. Verificamos que a seleção dos modelos textuais traduzidos é mais determinante que a origem linguística dos empréstimos para explicar sua presença nos catálogos brasileiros. Esses resultados renovam significativamente as explicações clássicas a respeito dos empréstimos e permitem identificar o papel primordial das empresas multinacionais (inclusive empresas não anglo-saxônicas) como agentes de importação de itens lexicais estrangeiros no sistema linguístico brasileiro. PALAVRAS-CHAVE

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“…English words and phrases do not per se evoke such cultural stereotypes of Great Britain and the United States: given its role as a global language, speakers instead primarily associate English with symbolic values such as internationalism, modernity, fun and trendiness (Piller 2001). This process of symbolic associations is also studied for brand and company naming: when choosing a name for a new firm, a symbolic link to successful international firms and globalized economy can be made by including English elements (Friedrich 2002, and see Chao et al 2005; see also Leclerc et al 1994, Lee andBaack 2014 for research on foreign languages and brand naming).…”

Section: Symbolic Associations With English In Advertising and Brand mentioning

confidence: 99%

On a first-name basis: Englishization and naming in Flanders

Zenner

Marzo

2015

Comp.J. Eng. Stud.

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Following and contributing to the ongoing shift from a more structuralist, system-oriented to a more pragmatic, socio-culturally oriented anglicism research, this paper verifies to what extent the global spread of English affects naming patterns in Flanders. To this end, a diachronic database of first names is constructed, which contains the top 75 most popular boy and girl names from 2005 until 2014. In a first step, the etymological background of these names is documented and the evolution in popularity of the English names in the database is charted. Results reveal no notable surge in the preference for English names. This paper complements these database-driven results with an experimental study, aiming to show how associations through referents are in this case more telling than associations through phonological form (here based on etymology). Focusing on the socio-cultural background of first names in general and of Anglo-American pop culture in particular, this second part of the study reports on results from a survey where participants are asked to name the first three (famous) people that leap to mind when hearing a certain first name (e.g. Lana, triggering the response Del Rey). Very clear associations are found between certain first names and specific celebrities from Anglo-American pop culture. Linking back to marketing research and the social turn in onomastics, we will discuss how these celebrities might function as referees, and how social stereotypes surrounding these referees are metonymically attached to their first names. Similar to the country-of-origin-effect in marketing, these metonymical links could very well be the reason why parents select specific "celebrity names". Although further attitudinal research is needed, this paper supports the importance of including sociocultural parameters when conducting onomastic research.Keywords: socio-onomastics, globalization ,metonymy, first names, English ENGLISHIZATION AND SYMBOLIC ASSOCIATIONSThis paper aims to add to the ongoing shift from a more structuralist, system-oriented to a more pragmatic, socio-culturally oriented anglicism research by studying the impact of Englishization and globalization on naming practices in Flanders. Section 2 presents the English-Dutch contact situation in Flanders. In Section 3, we provide an overview of the database and selection procedure. The selected names will be subject to an etymological analysis (Section 4) and a socio-cultural analysis (Section 5). The results of our study will be discussed and summarized in Section 6, where we also introduce some perspectives for future research. First, the remainder of this section will frame our study against the background of anglicism research in Western Europe. ANGLICISM RESEARCH: FROM STRUCTURALISM TO PRAGMATICSBeing one of the most visible forms of contact-induced variation and change, lexical borrowing has received ample attention in historic and variational linguistics since the early 20th century (see Hoffer 1996). The incorporation of form-meaning pa...

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

Cited by 62 publications

References 16 publications

Linguistic Landscape: A Case Study of Shop Signs in Aqaba City, Jordan

Linguistic Landscape: A Case Study of Shop Signs in Aqaba City, Jordan

Empréstimos em catálogos automotivos brasileiros: contribuição dos estudos descritivos da tradução à compreensão do fenômeno

On a first-name basis: Englishization and naming in Flanders

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