Code-breaking/code-making: A new language approach in advertising

  title={Code-breaking/code-making: A new language approach in advertising},
  author={Mar{\'i}a Jos{\'e} Garc{\'i}a Vizca{\'i}no},
Abstract The aim of this article is to study the mixing of languages in the advertising campaigns of the Spanish airline company Vueling. The main hypothesis is that foreign languages are used in this context for their symbolic and visual value rather than their content or informational components. The theoretical frame of multilingual advertising for the analysis is the linguistic fetishism approach proposed by Kelly-Holmes (2005) . The data analysis will be carried out in two stages and will… CONTINUE READING