French – the brand

    Research output: Contribution to Newspaper/Magazine/WebsiteWebsite contribution

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    Abstract

    Multilingualism sells! Some forms of multilingualism that is. In the world of marketing, languages operate like brands: they are a signifier for something else but they are devoid of substance. To phrase it in Marxist terminology: the exchange value of languages has in some contexts come to overshadow their use value.
    Original languageEnglish
    Specialist publicationLanguage on the move
    PublisherLanguage on the move
    Publication statusPublished - 19 May 2010

    Bibliographical note

    Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.

    Keywords

    • 200401 applied linguistics and educational linguistics
    • 200405 language in culture and society (sociolinguistics)

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