The use of English in advertising across non-English-speaking countries is pervasive, often seen as a strategy to evoke prestige, modernity, and global appeal. However, its effectiveness may depend on factors such as text length, linguistic complexity, and local language use, which remain underexplored. This study investigates how Spanish and…

In São Tomé and Príncipe, the language shift toward Portuguese is resulting in the endangerment of the native creoles of the island. These languages have been considered of low value in Santomean society since the mid-twentieth century. But when Santomeans are members of a diaspora, their perceptions of these languages, especially Forro, change in…

This article reports on the outcome of utilising a multilingual strategy that promotes translanguaging to support primary grade learners and the enablers and constraints of the implementation of such strategies. Purposive sampling was used to select two schools. Grade 5 and 6 learners (N = 162) and their teachers (N = 3) participated in the study.…

This paper aims to gain insight into (Spanish) tourists' multilingual experiences by analyzing spontaneously written online travel diaries. Using the conceptual framework of Rapport Management Theory (RMT; Spencer-Oatey 2008), I analyze reports on the tourists' mother tongue, local languages, and English as lingua franca in order to examine the…

This paper reports on an experimental study investigating alternative communication modes to English as a Lingua Franca. The purpose was to examine the effectiveness of different modes of communication and to gain insight in communication strategies used by interlocutors to solve referential conflicts. Findings show that ELF may not necessarily be…