GLOBAL AND LOCAL FEATURES IN MODERN TIMES? ADVERTISEMENT LINGUALISM

Abstract

Author(s): Dr. Meryem EN

The subject of this study is the applications of a new lingualism (and culturalism) defined as glocal (global-local) in advertising language, where linguistic and cultural differences have been transformed into economical commodities since 1980s. The aim of the study is, thus, by evaluating the linguistic structures of the three TV commercials, namely, Cola Turka, Dou Çay and Lays, with an approach of global and critical sociolinguistics, to discuss the interaction between global economic view and sociolinguistic phenomenon and the emergence of a new lingualism as a result.

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