English in French Commercial Advertising: Simultaneity,bivalency, and language boundaries

In recent decades, sociolinguists have begun to challenge the traditional view that multilingualism is fundamentally composed of discrete systems known as ‘languages’. Supporting the assessment that languages are not bounded entities but sociocultural and ideological constructions, this article explores commercial advertisements in France, which are subject to language policies assuming that ‘French’ is easily separable from ‘foreign languages’. Employing the Bakhtinian‐influenced notion of bivalency developed by Woolard (1998), the article argues for a special consideration of mixed‐language advertising in France, rooted not only in linguistic form, but also in the specific contextual tension produced by the socio‐political statuses of French and English. The resulting creativity challenges the monolectal assumptions within French language management, indicating a clash of segregational language ideology with integrational language practices. The article further argues that this language mixing is bidirectional, as advertisements may both erase and emphasise the assumed boundaries between codes.     

Pragmatic Differences of Politeness Between English and Chinese

Politeness is one of the important language behaviors used to maintain social order.As a universal phenomenon,politeness plays a crucial role in helping maintain social harmony and friendly interpersonal relationships.In different languages,pragmatic difference clearly exits.Not only the politeness principles are different in English and Chinese,but also the practical use.For example,compliments,responses,addresses,euphemisms and greetings.This paper aims to make a contrastively pragmatic study of politeness between the American English and Chinese to discuss their pragmatic differences and analyze the different politeness principles in both languages.The main courtesy language in some situations and a contrastive analysis concerning cultural values between the two languages are included.The paper aims to discover the distinctions between the two different cultures and point out the significance of politeness in the cross-cultural communication and English teaching.     

“Mnandi-licious!” trends in African language usage in South African television advertising

Advertisements in African languages are generally confined to radio, and in that medium are factual, dialogic and direct. When used in television advertising, however, South Africa’s indigenous languages, particularly those spoken by the largest number of people in South Africa (Nguni languages), play a less informative role, being employed rather to index a concretised African essence, African identity or urban style, or a particular reified post-apartheid togetherness and cultural mobility. In this essay, we analyse four recent television advertisements, all using a Nguni language, and reflect on how and why the vernacular is used and to what extent African languages are no longer seen by television advertisers as carriers of information but as exploitable symbols of trustworthiness, multiculturalism, belonging and innovation. Key tropes that emerge as motivating the inclusion of African languages in television advertisements are identified and serve to organise and focus the argument.     

The Study on Borrowed Vocabularies of Qiang Language in Luobo Stockaded Village

Luobo stockaded village,located in Wenchuan County of Sichuan province of China,is a bilingual area,which means people in this area speak both Chinese and Qiang language.With the contact of two languages,a produce called borrowed vocabularies will be exist in language.So there are many Chinese borrowed vocabularies in Qiang language.There are two social reasons in language contact;they are"need"and"prestige".According to the survey,Chinese borrowed vocabularies in Qiang language can be divided into two parts:no borrowed mark and borrowed mark,and each of the two parts contain six small parts.     

Metaphorical interpretation of English and Chinese euphemism

This paper compares and analyzes euphemism in English and Chinese from the perspective of the cognitive linguistics and the specific research object is some euphemism about birth, agedness sickness, and death. And this paper aims to seek the deep reason hidden behind the languages, thus helping language learners to understand the two languages better.     

汉蒙语音系统对比及偏误分析

以学习汉语的蒙古学生为研究对象,主要从汉语语音系统的特点出发,以与汉语语音发音相近的蒙语语音为参照,进行汉蒙两种语言的语音对比分析,从而总结出两种语言中由于发音相近而产生的汉语发音的偏误规律。     

A Pragmatic Analysis of Person Deixis in Advertising Language

Person deixis is widely used in adverting language, the usage of person deixis in advertising language can reduce psychological distance between potential consumers and advertiser, have a conversation between potential consumers and advertiser and make an advertisement more believable.     

Stylistic Analysis of English Political News in China Daily

Person deixis is widely used in adverting language, the usage of person deixis in advertising language can reduce psychological distance between potential consumers and advertiser, have a conversation between potential consumers and advertiser and make an advertisement more believable.     

The 'biliterate' ballot controversy: language acquisition and cultural shift among immigrants

This US study tested the validity of assumptions made regarding multilingual electoral ballot provisions. Rationale for language assistance was found to exist on the basis of number and proportion of recent immigrants, proportion of foreign born, lag of biliterate skill behind bilingual ability, linguistic differences between the Chinese language and English, and the discriminatory structure of the labor market. In California, where close to 1/2 the population is an ethnic minority, the issue is particularly relevant. Bilingual advocates view English-only advocates as "un-American" on legal and ideological grounds, while English-only advocates consider it "un-American" to be non-English speaking. In addition to census data and the existing literature, this study relies on the structured interview survey data of a representative sample of the Chinese adult population of San Francisco's Chinatown. 2/3 of the immigrants believed an immigrant should make some cultural changes, and 1/2 of the immigrants had done so. Data failed to support the claim that immigrants are uninformed that English is necessary for sociopolitical participation. Their more recent pattern of immigration, the linguistic differences between Asian languages and the English language, and structural constraints of US society make successive language acquisition difficult for Chinese migrant adults. Policy recommendations include: 1) changing language assistance criteria in the electoral process, 2) adding Vietnamese as a single language minority, 3) not considering Asian language minorities as 1 generic category, 4) justifying electoral assistance on several grounds, 5) disseminating data bearing directly on misguided assumptions related to language and cultural shift factors, and 6) renaming the "bilingual ballots" to "biliterate ballots."     

China’s minority preferential policies and the schooling of indigenous Tibetan children: the weakest link

Since the introduction of the Chinese colonial education system into Tibet in the 1960s, the Tibetan language has been caught in the crossfire. Because of Tibetan language’s perceived strong relationship with national identity and its alleged separatist implications, the Chinese leadership has always maintained an uneasy and sceptical outlook on it. Textbooks in Lhasa and other urban areas are exceedingly written in Chinese. The invalidation of mother tongue in the schooling process causes serious emotional trauma resulting in low academic achievement and low proficiency in the native language. The People’s Republic of China’s constitution guarantees the freedom of all nationalities ‘to use and develop their own spoken and written languages’. The trajectory of Tibetan language has, however, reflected the political winds sweeping across the plateau rather than educational imperatives. Therefore, this conceptual paper uses language-as-problem, language-as-right and language-as-resource framework for the critical analysis of language policy in occupied Tibet. Additionally, the role of social media is explored in language revitalisation despite PRC’s draconian language policing political agenda. A strong additive bilingual education with the sustained use of Tibetan language of instruction is advanced for enhancing both Tibetan and Chinese proficiency and academic achievements of indigenous children.     

Evidence of Early Language Discrimination Abilities in Infants From Bilingual Environments

Previous research data indicate that soon after birth, infants from monolingual families can discriminate utterances drawn from languages that differ prosodically, but discrimination between rhythmically similar languages, such as English and Dutch, has not yet been established by 2 months of age. In the case of bilinguals, the question of how early they can distinguish between the languages of exposure remains unanswered. The goal of this study was to analyze language discrimination capacities in 4‐month‐old bilingual infants simultaneously exposed to 2 Romance languages belonging to the same rhythmic category, Spanish and Catalan. Using a familiarization‐preference procedure, 2 groups of bilingual‐to‐be infants showed a capacity to discriminate between these 2 familial languages. Moreover, when compared with 2 groups of infants from monolingual environments, the size of the observed effects was the same. These results can be taken as initial evidence of an early capacity to distinguish languages in simultaneous bilingual exposure, thus challenging the hypothesis that language discrimination capacities are delayed in bilinguals.     

Parent‐Adolescent Language Use and Relationships Among Immigrant Families With East Asian,Filipino, and Latin American Backgrounds

This study examined differences in the quality of relationships between immigrant parents and their adolescent children as a function of the languages with which they speak to one another. Over 620 adolescents with East Asian, Filipino, and Latin American backgrounds completed measures on parent‐adolescent language use and relationships. Adolescents who spoke in different languages with their parents reported less cohesion and discussion with their mothers and fathers than did their peers who spoke the same language with their parents. Adolescents who mutually communicated in the native language with their parents reported the highest levels of cohesion and discussion. Longitudinal analyses indicated that whereas language use did not predict differential changes in parent‐adolescent relationships over a 2‐year period, the quality of relationships did predict changes in language use. The associations between language use and relationships generally existed regardless of the families' ethnic and demographic backgrounds, and these associations did not vary across families of different backgrounds.     

How does language affect decision-making in social interactions and decision biases?

This paper investigates how communication in a particular language affects decision-making in social interactions and risk preferences. We test two competing hypotheses: the cognitive accessibility hypothesis, and the expectation-based hypothesis. The cognitive accessibility hypothesis argues that communication in a particular language will activate the underlying cultural frame and affect behavior. The expectation-based hypothesis argues that different languages will induce different expectations regarding the choices of others and affect behavior. We test these two hypotheses using an extensive range of behaviors in a set of incentivized experiments with bilingual subjects in Chinese and English. We find that the subjects are more prosocial in strategic interaction games (trust games) when the experiments are conducted in Chinese. However, no treatment effects are observed in the individual choice games on social preference. The results are more in line with the expectation-based hypothesis.     

Language ideology in an endogamous society: The case of Daghestan

Studies of multilingual systems found in Indigenous small-scale communities often assume that exogamous marriages are the norm in such societies and contribute to their linguistic diversity. This paper is an account of the language ideology of endogamous societies in rural highland Daghestan (Northeast Caucasus). By studying language policing and language choice in infrequent mixed marriages, the paper uncovers the beliefs that support endogamy and reveals issues of linguistic identity and attitudes toward the usage of the matrilect within the family and the village. Interviews show that in-married women do not bring new languages to the villages, because they quickly acquire the local language new to them and use it with all their in-laws and their children. A strong association between villages and languages together with the ideology supporting linguistic homogeneity within the village contributes to the maintenance of the regional linguistic diversity.     

Within‐rhythm Class Native Language Discrimination Abilities of Basque‐Spanish Monolingual and Bilingual Infants at 3.5 Months of Age

Language rhythm determines young infants' language discrimination abilities. However, it is unclear whether young bilingual infants exposed to rhythmically similar languages develop sensitivities to cross‐linguistic rhythm cues to discriminate their dual language input. To address this question, 3.5‐month‐old monolingual Basque, monolingual Spanish and bilingual Basque‐Spanish infants' language discrimination abilities (across low‐pass filtered speech samples of Basque and Spanish) have been tested using the visual habituation procedure. Although falling within the same rhythmic class, Basque and Spanish exhibit significant differences in their distributions of vocalic intervals (within‐rhythmic class variation). All infant groups in our study successfully discriminated between the languages, although each group exhibited a different pattern. Monolingual Spanish infants succeeded only when they heard Basque during habituation, suggesting that they were influenced by native language recognition. The bilingual and the Basque monolingual infants showed no such asymmetries and succeeded irrespective of the language of habituation. Additionally, bilingual infants exhibited longer looking times in the test phase as compared with monolinguals, reflecting that bilingual infants attend to their native languages differently than monolinguals. Overall, results suggest that bilingual infants are sensitive to within‐rhythm acoustic regularities of their native language(s) facilitating language discrimination and hence supporting early bilingual acquisition.     

Languages,ideologies, and cultures in nonprofit boards

This exploratory study identifies three language domains within the boards of directors of nonprofit human services agencies: mission, operations, and manners languages. These languages are connected to values and express ideology. Findings suggest that operations concerns tend to displace mission considerations, with manners language facilitating this displacement.     

English as a lingua franca: A threat to multilingualism?

In this paper I argue against the widespread assumption that the English language in its role as lingua franca is a serious threat to national languages and to multilingualism. I support this argument by making a distinction between 'languages for communication' and 'languages for identification'. Further support for the stance against one-sidedly attacking English as a killer language will be drawn from the findings of three research projects currently being carried out at Hamburg University, one on the impact English has on discourse norms in influential genres in other languages; the second one on the nature of interactions in English as a lingua franca; and the third one on so-called 'international degree programmes', in which English is the language of instruction. Finally, I make some tentative suggestions for a new research paradigm for English as a lingua franca.     

阿拉伯语被动语态的文化解析

阿拉伯语使用被动语态的频率相对其他语言较高。本文试从文化的视角对这种现象进行解析，从中认识阿拉伯语语法所显示的阿拉伯-伊斯兰文化元素，即阿拉伯语语法不仅反映出阿拉伯人受到的希腊哲学思维方式影响，也反映出伊斯兰教信仰及由此产生的认知世界方式对阿拉伯人恩维的影响。     

Prosodic Structure in Early Word Segmentation: ERP Evidence From Dutch Ten‐Month‐Olds

Recognizing word boundaries in continuous speech requires detailed knowledge of the native language. In the first year of life, infants acquire considerable word segmentation abilities. Infants at this early stage in word segmentation rely to a large extent on the metrical pattern of their native language, at least in stress‐based languages. In Dutch and English (both languages with a preferred trochaic stress pattern), segmentation of strong‐weak words develops rapidly between 7 and 10 months of age. Nevertheless, trochaic languages contain not only strong–weak words but also words with a weak‐strong stress pattern. In this article, we present electrophysiological evidence of the beginnings of weak‐strong word segmentation in Dutch 10‐month‐olds. At this age, the ability to combine different cues for efficient word segmentation does not yet seem to be completely developed. We provide evidence that Dutch infants still largely rely on strong syllables, even for the segmentation of weak–strong words.