The use of foreign words as a persuasive tool in Marketing discourse: the cultural stereotype of Global English in Spanish print advertising

Kristiansen, GitteGómez Cerdeño, Teresa2023-06-202023-06-202010https://hdl.handle.net/20.500.14352/46284Universidad Complutense. Facultad de Filología. Máster en Lingüística Inglesa: nuevas aplicaciones y comunicación internacional.In the present paper we will show how a socio-cognitive approach (Kristiansen and Dirven, 2009) can contribute to a deeper understanding of the phenomenon of English code-switching in Spanish advertising. Starting from the idea that language is both a “maker” and a “marker” of social identity (Kristiansen, 2009; Eckert,2004), we will see how English words and phrases are intentionally used by advertisers to make social meaning, namely, cultural associations with the stereotype of global English.engAtribución-NoComercial-SinDerivadas 3.0 EspañaThe use of foreign words as a persuasive tool in Marketing discourse: the cultural stereotype of Global English in Spanish print advertisingmaster thesishttp://portal.ucm.es/web/masteres-filologia/master-en-linguistica-inglesahttp://portal.ucm.es/web/masteres-filologia/master-en-linguistica-inglesaopen accessUse of foreign wordsMarketing discourseFilología inglesaLingüística5505.10 Filología57 Lingüística