The appeal of English in Mexican commerce

Abstract

This paper deals with the profound influence of the English language in business and commerce in Mexico. The use of English and Spanish-English creativity is shown to manifest itself in advertising in both Mexican newspapers and magazines, in shop names as well as in product names. Interviews with two top Mexican businessmen reveal the attitude of the Mexican business community toward the language: English sells. The appeal of English, the paper shows, is due to both its role as an international language as well as its reflection of modernity and technological superiority. The paper also discusses the influence Spanish now has on English in the United States as a result of the recent influx of Spanish speakers. While both major languages will continue to be used in the future and Spanish-English bilingualism will increase, English will maintain its present role as the world's lingua franca.

Macro and micro perspectives on the distribution of English in Dutch: A quantitative usage-based analysis of job ads

“…As these claims are mainly made in corpus-based studies, they should be treated with caution: they cannot prove to what extent this symbolic effect is what ad writers intend when they use English and how ad readers perceive English in ads. Over the years, indepth interviews with ad writers assessing the effect they anticipate when using English (e.g., Martin 2006;Baumgardner 2006; and cf. Van Meurs 2010 for job ads) and experimental studies and surveys which measure the actual (and seemingly rather limited) effect using English has on ad readers' opinions on the advertised products and jobs (Gerritsen 1996; and see Van Meurs et al 2007 for job ads) have nuanced these assertions.…”

Language and advertising effectiveness: code-switching in the Korean marketplace

“…How people respond to the slogan and the advertised product depends on the valence of attributes from the activated language schema (Luna and Peracchio 2005a). That is, when attributes of a certain language are positive and the language schema is activated at the time of processing a slogan or an ad, the positive meanings of the language are associated with the slogan, the ad, and the advertised product (Baumgardner 2006;Leclerc, Schmitt, and Dube 1994;Luna and Peracchio 2005a).…”

La presencia del inglés en la red de Internet en lengua española: Las ofertas de empleo en www.monster.es

“…Observación válida también para la prensa escrita en seis variantes geolectales del español tal y como han demostrado Gerding et al (2012) en su extenso análisis de corpus. Mientras que otros estudios (para Europa, Kelly-Holmes, 2000;Piller, 2003;Ustinova, 2006;Gerritsen et al, 2007;para Asia, Haarmann, 1989;Bhatia, 2001;para Hispanoamérica, Friedrich, 2002;Alm, 2003;Baumgardner, 2006) han determinado que la lengua inglesa en tanto que lengua extranjera, se usa a menudo en campañas publicitarias del sector de la moda, cuidado personal y lujo. Sin embargo y por lo que a evidencia empírica y cuantitativa se refiere, los resultados de los análisis de corpus dedicados a la ofertas de empleo son contradictorios.…”

“…La influencia y presencia del inglés en la lengua española en general y, particularmente, en el español de las profesiones es un hecho indiscutible que ha sido documentado a través de numerosos estudios y artículos aparecidos en revistas especializadas y prensa general dedicados a los anglicismos tanto en España (véase la documentada bibliografía de Rodríguez González, 2002a, 2002b como en los países hispanoamericanos (Baumgardner, 2006). Los resultados de estos estudios han servido para realizar inventarios de préstamos no adaptados procedentes del inglés y para la creación de diccionarios de anglicismos como, por ejemplo, el Nuevo Diccionario de Anglicismos (Buades & González, 2009) y, así, describir la presencia e influencia de la lengua inglesa en el español.…”