English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Taking a photo-studio brand named  Naive Blue  (天真蓝) as a case study, this article seeks to contribute to the understanding of translingual practices as stylistic strategies for commercial purposes in the era of globalization. Sociolinguistic analysis of the brand logo, shop signs and social media promotional practices shows that translingual practices have been mobilized as generative and interactive strategies of consumer design. First, translingual strategies help construct a discursive world not available in monolingual uses of either English or Chinese and position the brand’s target consumers as self-assertive, individualistic, and sharing a taste of distinction. Second, translingual strategies are embodied and metalinguistically conscious practices (expected to be) shared by both the brand’s social-media content manager and his interactants and followers in general. The findings also suggest that translingual practices are part of an emergent register indexing an emergent social class that is tentatively labeled ‘young urban elites’ in contemporary China.

Translingual strategies as consumer design: A case study of multilingual linguistic landscapes of urban China