Identity Constructions in Bilingual Advertising - A Critical Analysis (Paperback)

This is the first book-length study of identity constructions in relation to English as a contact language in advertising of non-English-speaking countries through a critical and interpretive lens. Instead of simply presuming the role of the English language may have in constructing identities within the multimodal advertisement, this book aims to explore ethnographically the ideological underpinnings of identity constructions in the context of local politics of English. It studies the varying degrees of the contribution of the English language and its possible roles in bilingual advertising, unravels the ideological dimensions of the language as well as identity and explains the sociocultural forms and meanings of identity. To this end, it develops a new critical-cognitive approach, bringing together recent advances in English as a global language, critical sociolinguistics, multilingual studies and multimodal discourse analysis. By delving into the cognitive process of identity constructions, it provides an evidence-based account of the roles of English, and it illustrates the interconnections between identities and local politics of English. This interdisciplinary book will be of interest to scholars and students in bilingualism, multilingualism, discourse analysis, English as a global language, multimodality, advertising and marketing.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	China Perspectives
Release date:	June 2020
First published:	2019
Authors:	Songqing Li
Dimensions:	234 x 156mm (L x W)
Format:	Paperback
Pages:	208
ISBN-13:	978-0-367-58753-6
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Language & Literature > Language & linguistics > Semantics (meaning) > Discourse analysis Books > Reference & Interdisciplinary > Interdisciplinary studies > Cultural studies > General
LSN:	0-367-58753-X
Barcode:	9780367587536

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