Manual of Romance Languages in the Media

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Del Valle (2007, 19s.) defines language ideologies as “sistemas de ideas que articulan nociones del lenguaje, las lenguas, el habla y/o la comunicación con formaciones culturales, políticas y/o sociales específicas. Aunque pertenecen al ámbito de las ideas […], también hay que señalar que se producen y reproducen en el ámbito material de las prácticas lingüísticas y metalingüísticas, de entre las cuales presentan para nosotros interés especial las que exhiben un alto grado de institucionalización” [‘systems of ideas which articulate concepts of language use, of languages, of speech and/or of communication with specific cultural, political and/or social shapes. Even though they belong to the area of ideas, it has to be mentioned that they originate and are reproduced in the material field of linguistic and metalinguistic practices, of which those presenting a high degree of institutionalization are of particular interest for us’] (translation by the editors).

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‘With time passing, it would be natural that a characteristic variety of Spanish of the US would establish and stabilize itself which, on the basis of an American Spanish, would unite elements from diverse Hispanophone areas as well as components derived from contact with English, those most widespread and accepted by all Hispanic communities of the Union. This variety would receive positive attitudes which would allow the speakers to conceive an equalization of Spanish and English, as a qualified instrument for social communication. Likewise, this variety of US Spanish would be the one used by the majority of social communication media. In a way, this reality is already happening in the channels CNN and Univisión which are searching for neutral or generally accepted solutions, including some usages that are becoming common in the US’ (translation by the editors).

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‘The verbal component of the advertising message can thus be defined as the reuptake and reformulation of ideas and messages elaborated in other discursive contexts, which persuasion in advertising adapts and bends to its own specific goals. Advertising language is a species of language at the margin of language, which deviates from the norm in the attempt to renew its own effect and impact on the consumers. This explains its preference for the conative and persuasive function relating to the referential, informative function; it creates tempting linguistic ‘baits’ referring to the prestigious terminology of technical and scientific subcodes and exploiting either the modules of colloquial language with its remembrances, its lexical approximations, its bumpy syntax, or the literary, upscale register with its traditional prestige. Advertising messages are an example of ‘sold language’, goods pretending to be informative discourse about the goods’ (translation by the editors).

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Table of Contents for Manual of Romance Languages in the Media

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Table of Contents for
Manual of Romance Languages in the Media