Title

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

Source of Publication

Journal of Business and Technical Communication

Abstract

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. © The Author(s) 2013.

Document Type

Article

First Page

329

Last Page

352

Publication Date

7-1-2013

DOI

10.1177/1050651913479930

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