Identity Constructions in Bilingual Advertising
A Critical Analysis
This is the first book-length study of identity constructions in relation to English as a contact language in advertising of non-English-speaking countries through a critical and interpretive lens. Instead of simply presuming the role of the English language may have in constructing identities within the multimodal advertisement, this book aims to explore ethnographically the ideological underpinnings of identity constructions in the context of local politics of English.
It studies the varying degrees of the contribution of the English language and its possible roles in bilingual advertising, unravels the ideological dimensions of the language as well as identity and explains the sociocultural forms and meanings of identity. To this end, it develops a new critical-cognitive approach, bringing together recent advances in English as a global language, critical sociolinguistics, multilingual studies and multimodal discourse analysis. By delving into the cognitive process of identity constructions, it provides an evidence-based account of the roles of English, and it illustrates the interconnections between identities and local politics of English.
This interdisciplinary book will be of interest to scholars and students in bilingualism, multilingualism, discourse analysis, English as a global language, multimodality, advertising and marketing.
Table of Contents
List of figures. List of tables. Acknowledgements Chapter 1 Introduction: English, advertising and identity Chapter 2 Theoretical preliminaries: ideology, practice and agency Chapter 3 Towards critical research into identity constructions Chapter 4 The critical-cognitive approach Chapter 5 Chinese-English bilingual advertisements as data Chapter 6 The construction of modern identity Chapter 7 The representation of gender Chapter 8 National identity of contemporary China Chapter 9 Conclusions References. Index
Songqing Li is Associate Professor of English Language and Applied Linguistics in the Department of English at Xi’an Jiaotong-Liverpool University, China. His research interests include bilingualism in mediascape and landscape, critical discourse analysis, English as a global language, language and globalization, as well as language and identity.