The Power of Language Ideologies in Advertisements: Critical Reflections
Abstract
This article attempts to explain facets of language ideologies in advertisements based on their nonverbal or visual contexts as a whole to gain a holistic perspective. Linguistic units in the theoretical context of such ideologies represent stereotypes, cultural models, and motivation. This research aims to investigate the concepts and agendas embedded in advertisements that contribute significantly to the development of language ideologies and to illustrate the variety of languages and ideological shifts in a given language replete with diversity and multilingualism. Based on a narrative review as the methodological approach to peer-reviewed journal articles published in 2016-2021, the impact of language ideologies on language education is mostly focused on the diversity of socio-cultural backgrounds and the role of language in expanding advertising publicity, accessibility, distribution, and productivity. The use of media language can promote socio-cultural traditions, racial identity, variety, and political ideology, all of which contribute to the enrichment of language coexistence in situations. Furthermore, language ideology emphasizes core values among multilingual speakers who rely heavily on their languages for daily communication. The scientific novelty of this work lies in how language ideology is articulated to pave the way for more research into the emerging research phenomenon of advertising language ideologies. As there is a paucity of related research in the same field, this research contributes to the uniqueness of its kind and frames theories in a completely new way.
Keywords: language ideologies, advertising language, advertisements, ideological shifts, media language.
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