English Language Standards and Diversity in Advertising Discourse: Cultural Preferences

Document Type : Research Article

Authors

1 Department of Foreign Languages, Kazan Federal University, Kazan, Russia

2 Department of Theory and Practice of Translation, Kazan Federal University, Kazan, Russia

3 Department of Phonetics and Methods of Teaching Foreign Languages, St.Petersburg State University, Saint Petersburg, Russia

Abstract

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.

Keywords

Journal of Research in Applied Linguistics
Volume 14, Issue 3
Proceedings of the 3rd International Conference on Research in Applied Linguistics (ICRAL 2023), October 30, 2023, Kazan, Russia
October 2023
Pages 95-99

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