Students' preferences are being shaped by what they view in advertisements. Hence, this study examined the occurrence of code-switching in Philippine TV advertisements. Particularly, it analyzed syntactic patterns of code-switching, pragmatic/discourse functions and motivations present in the code-switched ads aired from the country's giant TV…

German borrowing of English words after 1945 is analyzed, focusing on sociolinguistic and linguistic factors, changes English words have undergone in adoption into German, the main areas of borrowing, and the channels through which borrowing has occurred. It is proposed that the most common motives for borrowing are the importation of an object or…

A comparison of German and American advertising reveals differences in technique and structures. Persuasion is central in both, but the grammatical structures and illocutionary devices available in each language vary. The culture is also reflected in the type and degree to which each language uses techniques of persuasive language. The findings…

A study investigated the extent to which native speakers (NSs) and non-native speakers (NNSs) of Portuguese understand implicatures in Brazilian television commercials in Portuguese. Subjects were nine Brazilian graduate students and 11 American students of Portuguese at the University of Illinois at Urbana/Champaign. Correct inference of the…

The textbook, entirely in French, is designed to help prepare anglophone students for French language usage in the media and telecommunications. It is organized according to two major themes. The first part addresses the French of advertising; chapter topics include the actors in advertising (agencies, announcers, supports), forms of advertising,…

A collection of research in Japanese and Korean linguistics includes: "Repetition, Reformulation, and Definitions: Prosodic Indexes of Elaboration in Japanese" (Mieko Banno); "Projection of Talk Using Language, Intonation, Deictic and Iconic Gestures and Other Body Movements" (Keiko Emmett); "Turn-taking in Japanese…

Papers from a British conference on applied linguistics address various aspects of evaluation and language. Articles include: "Grammar and Language Impairment: Clinical Linguistics as Applied Linguistics" (Paul Fletcher); "Putting Our Practice Into Theory" (Deborah Cameron); "Applied Linguistics as Evaluation of Theory and…

A collection of essays on "the other" in discourse includes: "The Rhetoric of Othering" (Stephen Harold Riggins); "Political Discourse and Racism: Describing Others in Western Parliaments" (Teun A. van Dijk); "'Das Ausland' and Anti-Semitic Discourse: The Discursive Construction of the Other" (Ruth Wodak);…