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Könyv Identity Constructions in Bilingual Advertising Li

Identity Constructions in Bilingual Advertising

Szerző: Li, Songqing (Associate Professor, Department of English, Xi'an Jiaotong-Liverpool University, China)
Nyelv: Angol
Kötés: Kemény kötésű
Kiadó: Taylor & Francis Ltd
Elérhetőség: 50 % esély
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96 265 Ft
This is the first book-length study of identity constructions in relation to English as a contact la...

Információk a könyvről

Szerző
Li, Songqing (Associate Professor, Department of English, Xi'an Jiaotong-Liverpool University, China)
Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
2018
oldal
208
EAN
9781138330689
ISBN
9781138330689
Enbook ID
19429000
Kiadó
Taylor & Francis Ltd
Súly
456
Méretek
241 x 162 x 18

Teljes leírás

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.

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