Voices & varieties: language(s) & stereotyping in ads> Flashcards
stereotypes=
“widely shared and simplified evaluative image of a social group & its members”
> idea intergroup bias has both a cognitive side (stereotypes) & an affective side (prejudice
types of stereotypes>
-hostile= respect but dislike for outgroup
-benevolent= liking but not respective outgroup (can be used to enhance self image)
stereotypes & advertising>
-advertising as one of key places where stereotypes are reproduced, created or even challenged
- the deployment of accents, dialect & foreign langs in advertising–>part of its broader engagement with stereotypes
Accent=
how words are produced (also points to social class, ethnicity etc)
dialect=
different words & grammar associated with regions within a country (e.g. “done proper”)
language varieties=
associated with countries as whole & can compromise of dialeccts (e.g. lanc dialect within british eng)
Difference between lang varieties & langs>
- sometimes POLITICAL rather than linguistic (e.g. Norweigan vs Danish)
why use accent & dialects in ads?>
-relating product identity to region of origin
-drawing on associative meanings & stereotypes of accents & dialects (e.g. friendly)
- stylisitic variation–>deviation & foregrounding (e.g. unexpected accents & dialects in ads for certain products)
Accent bias>
-accents can trigger social associations: (covert & overt prestige)
- accent bias can be explicit or implicit
- accent bias as socially learned
- accents can represent other demographic features (e.g. class, ethnicity, gender)
Accent labels> (C&B, 2007) asked brits to rate accents according to?
- pleasantness/social attractiveness (covert prestige)
- prestige (over prestige)
Accent labels> (C&B, 2007) results of socially attractive (covert prestige)?>
most= standard eng, own accent, irish eng, general scott, edinburgh
least= liverpool, asian, black country, birmingham, german, glasgow
Accent labels> (C&B, 2007) results on ‘prestige’ ranking (covert prestige)
most=standard eng, own, general scott, edinburgh
least= african carribbean, asian, liverpool, black country, birmingham, glasgow
Accent labels> (C&B, 2007) general results>
- attitudes to some accent labels for both are CONSISTENT over time (standard eng, african carribean)
- others CHANGE (e.g. newcastle lower in overt prestige)
frequency of multilingual advertising>
- multilingual advertising is VERY common
-e.g>
-Eng features in 67% of ads in italian
magazine;
-69.5% of finnish Tv commercials,
-62% of brazilian mag``
How are other langs used in eng ads>
- as eng people fairly monolingual, lang incorporated needs to be accessible:
-via:
>general language material
>spelling: foreign letters & scripts
>fake foreign lang material
How are other langs used in eng ads> genuine lang material>
> use of (almost) identical words (“j’adore dior”)
use of very similar words (“designad for en svensk vinter”)
use of familiar words (“H2Eau”> homophone)
How are other langs used in eng ads> fake foreign lang material>
can involve:
- some genuine words (“mais, que, feux”)
- words that are not real (“l’anche, sarnie”)
Reasons for using other languages>
-foregrouding
-deviation
-anchoring product identity
-evoking stereotypes (‘country-of-origin effect’)
‘country-of-origin’ effect>
an effect that makes a product seem like its from a different country
ways of using other languages>
-works best if there is a perceived ‘match’ between the product & the lang used
-rewarding the knowledge of the audience & engaging in witty play (links>allusions)
-foregin material may work on 2 levels (descriptive & symbolic)
language/lingistic fetish=
the phenomenon of using langs for symbolic (fetished) rather than utility purposes in commercial texts
>symbolic value of a piece of foregin lang as the product of existing lingustic hierarchies & regimes
voicies & varieties conc>
-adverts often draw on accents, dialects & other languages, which can invoke stereotypes
- this can–>help make the advert stand out; anchor the product identity with region/country of
