Voices & varieties: language(s) & stereotyping in ads>

Question 1

stereotypes=

Answer 1

“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

Question 2

types of stereotypes>

Answer 2

-hostile= respect but dislike for outgroup
-benevolent= liking but not respective outgroup (can be used to enhance self image)

Question 3

stereotypes & advertising>

Answer 3

-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

Question 4

Accent=

Answer 4

how words are produced (also points to social class, ethnicity etc)

Question 5

dialect=

Answer 5

different words & grammar associated with regions within a country (e.g. “done proper”)

Question 6

language varieties=

Answer 6

associated with countries as whole & can compromise of dialeccts (e.g. lanc dialect within british eng)

Question 7

Difference between lang varieties & langs>

Answer 7

• sometimes POLITICAL rather than linguistic (e.g. Norweigan vs Danish)

Question 8

why use accent & dialects in ads?>

Answer 8

-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)

Question 9

Accent bias>

Answer 9

-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)

Question 10

Accent labels> (C&B, 2007) asked brits to rate accents according to?

Answer 10

• pleasantness/social attractiveness (covert prestige)
• prestige (over prestige)

Question 11

Accent labels> (C&B, 2007) results of socially attractive (covert prestige)?>

Answer 11

most= standard eng, own accent, irish eng, general scott, edinburgh
least= liverpool, asian, black country, birmingham, german, glasgow

Question 12

Accent labels> (C&B, 2007) results on ‘prestige’ ranking (covert prestige)

Answer 12

most=standard eng, own, general scott, edinburgh
least= african carribbean, asian, liverpool, black country, birmingham, glasgow

Question 13

Accent labels> (C&B, 2007) general results>

Answer 13

• attitudes to some accent labels for both are CONSISTENT over time (standard eng, african carribean)
• others CHANGE (e.g. newcastle lower in overt prestige)

Question 14

frequency of multilingual advertising>

Answer 14

• 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``

Question 15

How are other langs used in eng ads>

Answer 15

• as eng people fairly monolingual, lang incorporated needs to be accessible:
  -via:
  >general language material
  >spelling: foreign letters & scripts
  >fake foreign lang material

Question 16

How are other langs used in eng ads> genuine lang material>

Answer 16

> use of (almost) identical words (“j’adore dior”)
use of very similar words (“designad for en svensk vinter”)
use of familiar words (“H2Eau”> homophone)

Question 17

How are other langs used in eng ads> fake foreign lang material>

Answer 17

can involve:
- some genuine words (“mais, que, feux”)
- words that are not real (“l’anche, sarnie”)

Question 18

Reasons for using other languages>

Answer 18

-foregrouding
-deviation
-anchoring product identity
-evoking stereotypes (‘country-of-origin effect’)

Question 19

‘country-of-origin’ effect>

Answer 19

an effect that makes a product seem like its from a different country

Question 20

ways of using other languages>

Answer 20

-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)

Question 21

language/lingistic fetish=

Answer 21

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

Question 22

voicies & varieties conc>

Answer 22

-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