TY - JOUR

T1 - English Language Standards and Diversity in Advertising Discourse: Cultural Preferences

AU - Maklakova, N.V.

AU - Khovanskaya, E.S.

AU - Pratchenko, O.V.

AU - Shamina, E.A.

N1 - Export Date: 27 October 2024 Сведения о финансировании: Kazan Federal University Текст о финансировании 1: This paper was supported by the Kazan Federal University Strategic Academic Leadership Program.

PY - 2023

Y1 - 2023

N2 - This paper examines various approaches to the verbal component of advertising discourse in the English (British) cultures. The data used in this study is sourced from a variety of visual and auditory open media platforms. It is demonstrated that the English advertising discourse incorporates linguistic creolization or the blending of elements from English language systems that are encountered in the arena of international trade. Creolization encompasses every linguistic level, including graphics, pronunciation, lexis, and grammar. However, with regard to the utilization of the official language for promotional objectives in English-speaking societies, considerable emphasis is placed on the conventions and standards of the English language. Conversely, it is asserted that the English advertising discourse avoids language mixing by employing non-standard English language forms and relying on regional and social variations of the English language. As an explanation for the differences in attitudes toward English language standards and English language variation in advertising across the cultures under consideration, specific sociolinguistic and cultural factors are cited. The significance of the observed differences in intercultural communication among representatives of the cultures above (or, more generally, in cross-cultural communication) is underscored. Marketing specialists, translators, and interpreters in the field should duly consider these factors. © 2023 by the authors.

AB - This paper examines various approaches to the verbal component of advertising discourse in the English (British) cultures. The data used in this study is sourced from a variety of visual and auditory open media platforms. It is demonstrated that the English advertising discourse incorporates linguistic creolization or the blending of elements from English language systems that are encountered in the arena of international trade. Creolization encompasses every linguistic level, including graphics, pronunciation, lexis, and grammar. However, with regard to the utilization of the official language for promotional objectives in English-speaking societies, considerable emphasis is placed on the conventions and standards of the English language. Conversely, it is asserted that the English advertising discourse avoids language mixing by employing non-standard English language forms and relying on regional and social variations of the English language. As an explanation for the differences in attitudes toward English language standards and English language variation in advertising across the cultures under consideration, specific sociolinguistic and cultural factors are cited. The significance of the observed differences in intercultural communication among representatives of the cultures above (or, more generally, in cross-cultural communication) is underscored. Marketing specialists, translators, and interpreters in the field should duly consider these factors. © 2023 by the authors.

KW - Advertising Discourse

KW - Communication

KW - Cultural Preferences

KW - English Language Standards

U2 - 10.22055/rals.2023.19457

DO - 10.22055/rals.2023.19457

M3 - статья

VL - 14

SP - 95

EP - 99

JO - Journal of Research in Applied Linguistics

JF - Journal of Research in Applied Linguistics

SN - 2345-3303

IS - 3

ER -