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English in advertising: multiple mixing and media
Author(s) -
BHATIA TEJ K.
Publication year - 1987
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.1467-971x.1987.tb00175.x
Subject(s) - hindi , linguistics , variety (cybernetics) , sentence , persian , sanskrit , focus (optics) , computer science , history , artificial intelligence , philosophy , physics , optics
The aim of this paper is threefold: to focus on the neglected aspect of language mixing‐multiple‐language mixing‐in South Asian languages with special reference to English; to examine the pattern of language modernization as reflected in the professionalization of South Asian languages; and to analyze the linguistic (including socio‐and psycholinguistic) impact of this pattern on South Asian languages as well as on their readers. The three aims are achieved by analyzing the formal and functional properties of Hindi in magazine or press advertising. The paper reveals that Hindi advertising media adopt an all‐inclusive approach and receive input from a wide variety of languages, ranging from classical languages such as Sanskrit and Persian to modern European languages such as English. English, although a newcomer on the Indian linguistic scene, participates vigorously in the process of multiple‐language mixing at the sentence as well as discourse level and thus leaves a deep and ever‐growing mark on Hindi press advertising. The conclusions drawn about Hindi media are representative of the professionalization of South Asian languages in many important respects, but no claim is made that the analyses presented and conclusions drawn in this study will apply to all South Asian languages in all details.