Language and the Market Book

List of Illustrations

Acknowledgements

Notes on Contributors

Introdcution Gerlinde Mautner Mautner, Gerlinde 1

Part I Theorising Language and the Market

1 Languages and the Market Gavin Jack Jack, Gavin 7

2 Markets and Languages: Sociolinguistic Perspectives Helen Kelly-Holmes Kelly-Holmes, Helen 20

Part II Language, the Market and Employment

3 áAnyone doing something phonetic can attract business these days': The Demand and Supply of Accents in the Indian Call Centre Industry Claire Cowie Cowie, Claire 33

4 Packaging English-speaking Products: Maid Agencies in Singapore Beatriz P. Lorente Lorente, Beatriz P. 44

5 Recruiting the Best: English, Job Adverts and the Private Job Market in Sri Lanka Linda McLoughlin McLoughlin, Linda 56

6 English and the Global Market: The Language's Impact in the German Business Domain Suzanne K. Hilgendorf Hilgendorf, Suzanne K. 68

Part III Commercial Multilingualism

7 Language Policy and Multilingual Advertising in France Elizabeth Martin Martin, Elizabeth 83

8 Linguistic Landscapes and the Market Durk Gorter Gorter, Durk 96

9 Commodified English in East Asian Internet Advertising Jamie Shinhee Lee Lee, Jamie Shinhee 109

Part IV Revitalisation and the Market

10 From Industrial Development to Language Planning: the Evolution of Udaras na Gaeltachta John Walsh Walsh, John 123

11 E-commerce and Minority Languages: A Welsh Perspective Sarah Richards Richards, Sarah 135

12 Urban Rap goes to Arctic Lapland: Breaking Through and Saving the Endangered Inari Sami Language Sari Pietikainen Pietikainen, Sari 148

Part V Ideologies, Markets, Languages

13 English as Official State Language in Ohio: Economy Trumps Ideology Betsy E. Evans Evans, Betsy E. 161

14 Multilingualism within Transnational Companies: An Analysis of Company Policy and Practice in a Diversity Perspective Britt-Louise Gunnarsson Gunnarsson, Britt-Louise 171

15 Raising Language Awareness or Reinforcing Monolingual Norms? A Study of International Marketing Textbooks Helen Kelly-Holmes Kelly-Holmes, Helen 185

16 Speaking Commercial Femininities and Masculinities: Advertising Language in Cosmopolitan and Men's Health Magazines Heiko Motschenbacher Motschenbacher, Heiko 201

Part VI Corporate Discourses

17 The Spread of Corporate Discourse to Other Social Domains Gerlinde Mautner Mautner, Gerlinde 215

18 The Rhetoric of Corporate Mission Statements: Virtues and Emotions for the Market Poul Erik Flyvholm Jørgensen Jørgensen, Poul Erik Flyvholm 226

19 The Integration of Other Social Domains into Corporate Discourse: The Case of Political Metaphors Veronika Koller Koller, Veronika 238

Part VII Conclusion

20 Language and the Market: Approaches, Actors and Agendas Gerlinde Mautner Mautner, Gerlinde 251

Bibliography 257

Index 283