Multilingual Mix in Hong Kong Advertising, Pre- and Post-1997

Wu, Doreen D.; Chan, Kara K W

doi:10.1080/01292980701458398

Cited by 15 publications

(10 citation statements)

References 19 publications

(22 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Lastly, diachronic studies are relatively scarce in the area of English mixing in advertising. Wu and Chan (), Ruellot (), and Hsu () investigate the diachronic impact of globalization on copywriters’ linguistic strategies of English mixing in magazine advertising. Wu and Chan () observe a steady increase in the multilingual mix of English, standard written Chinese, and Cantonese in Hong Kong advertising in ten years.…”

Section: Previous Researchmentioning

confidence: 99%

The nativization of English in Taiwanese magazine advertisements

Jia-Ling

2019

World Englishes

View full text Add to dashboard Cite

This study investigates from a sociolinguistic perspective how Taiwanese copywriters nativize English in Chinese‐based advertising copy in Taiwanese magazines in response to the growing impact of globalization over a decade. Two corpuses of magazine ads are used for quantitative and qualitative analyses: 649 ads from a 1999 English‐mixing magazine ads corpus and 1,505 ads from a 2009 corpus. The analysis demonstrates a clear trend of Taiwanese copywriters showing growing bilingual ingenuity by coining English phrases and sentences via recruiting verbatim translation based on Chinese grammar. The results of this study shed light on how nativization of English has been reinforced through copywriters’ linguistic innovation and exploitation of grammatical and collocational deviations in an era of increasing globalization.

show abstract

Section: Previous Researchmentioning

confidence: 99%

The nativization of English in Taiwanese magazine advertisements

Jia-Ling

2019

World Englishes

View full text Add to dashboard Cite

show abstract

“…Mixing English with Chinese has been discovered to benefit both social interaction and emotional expression (Wu & Chan, 2007). Using English in the Chinese spoken discourse has been found to serve specific functions (An, 1985;Chen, 1996).…”

Section: Functions Of English Mixing In Print Advertisementsmentioning

confidence: 99%

A study of the English appearing in Mandarin direct marketing materials in Taiwan

2014

Asian Englishes

View full text Add to dashboard Cite

The research discussed here is a project examining English expressions used in Mandarin direct marketing materials in Taiwan. Altogether, 283 Mandarin direct marketing materials were collected from the mailbox at the researcher's home and selected randomly from 10 different places on the street, with 2710 English expressions found in the text of the acquired materials. The top 10 English expressions were listed in order of their frequency counts. Then all the English expressions were tabulated according to their syntactic categories. After this, two chi-square tests were performed for the purpose of (1) observing the association between the selection of English syntactic categories and the sources of the materials and (2) investigating whether a certain English syntactic category was used most frequently. Statistical results indicated that the top 10 English expressions used in the sample materials were either single words or alphabetic letters, each signifying dissimilar purposes. Regarding the syntactic categories of the English expressions, nouns made up a considerably large amount. Additionally, the study revealed that there was no relationship between employment of English syntactic categories and the origins of the sample materials. Significance of using English in Taiwanese advertisements was specified accordingly.

show abstract

“…For example, Herald (2008) noted that customers purchase automobiles either for functional needs, psychological needs or as a status symbol. Volume 14(1), February 2014(http://dx.doi.org/10.17576/GEMA-2014-1401 ISSN: However, studies on advertising language generally centre on the effectiveness of advertising language (McQuarrie & Mick, 1996); perception and attitudes on brand product (Ahluwalia, 2008;Nicol, 2001); conceptual and lexical levels of representation (Peracchio & Levy, 2005); use of language mix (Wu & Chan, 2007) as well as the use of foreign language structure in local adverts (Martin & Nakayama, 2005). Little is probed into the comparative analysis of the automobile advertising rhetorics.…”

Section: Introductionmentioning

confidence: 99%

Rhetorical Syllogism in the English and the German Language of Automobile Advertising

2014

View full text Add to dashboard Cite

The language of advertising has a powerful impact on the branding of automobiles and sustaining its customer"s loyalty. This study aims to identify the arguments used in advertisements; particularly on its claims, warrants and data to influence the automobile buyers in a diverse international market. It analyses the rhetorical devices and language equivalence used in the English and German print advertisements. A contrastive analysis of three cars" print advertisements, namely Mercedes Benz, BMW and Volkswagen from the German and Malaysian English dailies was carried out using Toulmin"s model to identify the arguments and the rhetorical devices used in the advertisements. The study reveals two main similarities, particularly in the arguments put forth as well as the stylistic approach of the advertisements. The BMW and Mercedes Benz focused on their technological superiority and advancements, while the Volkswagen focused on its affordability. The German adverts were more persuasive and directed the buyers for action compared to the English adverts that provided more data and warrants. The BMW adverts also utilised a closed form compound adjectives such as "ConnectedDrive" to sustain the "hybrid concept" stylistic in line with the contemporary automobile advancement that focuses on hybrid cars. The use of figurative language was more prevalent in the English adverts compared to the German adverts to portray its internationalisation status of the car. These elements contribute to the pedagogical implications of teaching and learning foreign language; particularly for diverse writing purposes as well as planning business language for the different genres.

show abstract

Multilingual Mix in Hong Kong Advertising, Pre- and Post-1997

Cited by 15 publications

References 19 publications

The nativization of English in Taiwanese magazine advertisements

The nativization of English in Taiwanese magazine advertisements

A study of the English appearing in Mandarin direct marketing materials in Taiwan

Rhetorical Syllogism in the English and the German Language of Automobile Advertising

Contact Info

Product

Resources

About