advertising – Language on the Move

Next Gen Literacies

Studying abroad is amazing, or is it?

Image from a university website “An amazing student experience awaits you!” - “a multicultural vibrant experience” in a “stunning landscape” covered by “year-round sunshine.” These phrases do not come from a…

Agnes BodisMay 27, 2023

English as a global language

Minority languages on the rise?

LI Jia and LV Yong, Yunnan University *** Editor’s note: There is a Chinese saying that two heads are better than one (三个臭皮匠赛过一个诸葛亮). This proverb emphasizes both collective wisdom and the…

Li JiaOctober 21, 2020

Language and globalization

Promoting English in Saudi Arabia

Advertisement for Wall Street English Institute “Do you speak English?” is a frequently asked question, which Saudi people must be prepared to answer with a confident “Yes!” when applying for…

Samar AlkhalilMarch 25, 2019

Language and globalization

Do you ever wear language?

"This is English", a shop assistant told me. Language is literally “on the move” in the writing on clothing. We’ve all seen it but may not have taken much notice.…

Alexandra GreyApril 11, 2018

Language and globalization

Money makes the world go round

The Muslim holy month of Ramadan has just come to an end. Like Christmas, Diwali or a wedding, the closing holiday, Eid al-Fitr, constitutes a massive occasion for gift-giving. In…

Ingrid PillerJune 27, 2017

Intercultural communication

The banal nationalism of intercultural communication advice

Intercultural communication advice is a strange genre. Filling shelves and shelves in bookshops and libraries and now with a well-established presence on the Internet and in training workshops, it portrays…

Ingrid PillerMay 12, 2017

Intercultural communication

“Made in Germany” at risk? Volkswagen and the German trademark

Do clouds over VW equal clouds over Germany? The Volkswagen (VW) emissions scandal has received significant media coverage in and outside of Germany. Besides accounts of the developments that led…

Rahel CramerOctober 28, 2015

English as a global language

Mongolian on the market

'Luxury permanent' Mongolian yurt for sale on Alibaba Last week when I saw in my friends’ Wechat group an advertisement for delicately made Mongolian yurts, I thought of an article…

Gegentuul BaioudJuly 1, 2015

Linguistic landscapes

Multilingual Macau

The front cover of the tourist map of multilingual Macau Last week I had the privilege of visiting the University of Macau and in Macau I discovered yet another unique…

Ingrid PillerApril 22, 2013

Language learning

English-teaching superstars

Star teacher Ruby Hsu (Source: ruby.com.tw) The global English language learning boom has resulted not only in a huge number of English learners but also created a tremendous demand for…

Jackie ChangFebruary 26, 2013

Intercultural communication

To English with Love

Kimie Takahashi (2013) Language learning, gender and desire: Japanese women on the move. Multilingual Matters. It’s Valentine’s Day today. Valentine’s Day is a truly global event inextricably linking the emotional…

Ingrid PillerFebruary 14, 2013

English as a global language

Marketing English as the global language

"美語是通往世界最近的路" (American English, for children, is the royal road to the world): An English educator promises the world Taiwan is enthralled with learning American English. One of the reasons for…

Jackie ChangFebruary 8, 2013

English as a global language

Taiwan’s love affair with American English

Ad for a private English language school in Taiwan: the normalization of American English is obvious in the name and imagery There is no denying the fact that English has…

Jackie ChangJanuary 22, 2013

Linguistic landscapes

Toiletological English

Toiletological English Can you guess what kind of product the following text is promoting? Your well-being is close to our heart rail&fresh areas are bright and friendly and leave nothing…

Ingrid PillerOctober 6, 2011

English as a global language

Language consumption and mobility

In the past thirty years, Iran’s population has exploded from about 40 million to more than 72 million. Such rapid growth has resulted in the vast majority of the population…

Vahid ParvareshJuly 4, 2011

Linguistic landscapes

Japanese in Bangkok

Billboard advertising the Japanese food fair at Isetan I’ve never felt more welcome in a foreign city than where I am at the moment – Bangkok! It has to do…