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The appeal of English in Mexican commerce
Author(s) -
Baumgardner Robert J.
Publication year - 2006
Publication title -
world englishes
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.6
H-Index - 49
eISSN - 1467-971X
pISSN - 0883-2919
DOI - 10.1111/j.0083-2919.2006.00463.x
Subject(s) - lingua franca , appeal , neuroscience of multilingualism , newspaper , creativity , linguistics , english as a lingua franca , product (mathematics) , english language , sociology , political science , advertising , media studies , business , law , philosophy , geometry , mathematics
This paper deals with the profound influence of the English language in business and commerce in Mexico. The use of English and Spanish‐English creativity is shown to manifest itself in advertising in both Mexican newspapers and magazines, in shop names as well as in product names. Interviews with two top Mexican businessmen reveal the attitude of the Mexican business community toward the language: English sells. The appeal of English, the paper shows, is due to both its role as an international language as well as its reflection of modernity and technological superiority. The paper also discusses the influence Spanish now has on English in the United States as a result of the recent influx of Spanish speakers. While both major languages will continue to be used in the future and Spanish‐English bilingualism will increase, English will maintain its present role as the world's lingua franca.