2002
DOI: 10.1017/s0266078402003048
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English in advertising and brand naming: sociolinguistic considerations and the case of Brazil

Abstract: A study of commercial names that extends ET's on-going discussion of ‘shop-sign English’ and similar phenomena from Europe and Asia into Latin America.A large body of literature describes the use of English loanwords all over the world. When it comes to developing nations, one of the most common explanations for such a phenomenon is the superiority attributed to what is foreign, especially when business and advertising are involved. This article discusses the phenomenon of English loanwords and advertising usi… Show more

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Cited by 64 publications
(55 citation 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%
“…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%
“…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
“…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%