Business English as a Lingua Franca in Advertising Texts in the Arabian Gulf: Analyzing the Attitudes of the Emirati Community

Scholars have become increasingly interested in how organizations communicate with external stakeholders, such as consumers. Recent studies have looked specifically at consumer response to the use of English in advertising texts in a number of different European countries. The use of English in such...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business and technical communication 2013-07, Vol.27 (3), p.329-352
Main Authors: Nickerson, Catherine, Camiciottoli, Belinda Crawford
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Attitude surveys
Business communications
Consumers
English language
Market strategy
Studies
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Scholars have become increasingly interested in how organizations communicate with external stakeholders, such as consumers. Recent studies have looked specifically at consumer response to the use of English in advertising texts in a number of different European countries. The use of English in such texts is part of a commonly used marketing strategy to standardize advertising campaigns that builds on the assumption that English is not only neutral but also widely understood. This article presents the results of a survey of the attitudes of Emirati consumers toward the use of English in advertising texts in the United Arab Emirates (UAE). The survey findings are discussed in terms of the unique social and cultural fabric of the modern-day UAE, as well as of the Emirati community as an economically powerful Muslim population.
ISSN:1050-6519
1552-4574
DOI:10.1177/1050651913479930