English in Advertising: Generic Intertextuality in a Globalizing Media Environment

摘要

Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for creative-linguistic reasons. The current article, however, will present an analysis of four examples of advertisements in which English is used for reasons that have not been discussed in the scholarly literature so far. More specifically, in these advertisements, which intertextually refer to a range of British and American media genres, specific registers of English are used to mark the generic intertextuality of the ads. The analysis, I believe, sheds new light on the use of English in the media, and more particularly on issues such as viewers’ agency and linguistic superiority.