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Spectacular language and creative marketing in a Singapore tailor shop

Hult, Francis LU and Kelly-Holmes, Helen (2018) In International Journal of Multilingualism
Abstract
A tailor shop located in Singapore’s Chinatown is explored as a case of creative linguistic marketing practice, examining how such practice can be understood in relation to the interaction of local and global forces on the linguistic landscape. The shop uses a range of Scandinavian semiotic resources (language and artefacts) which for us, coming upon the shop, seemed unexpected or, using Sweetland’s term, spectacular. Following in the spirit of linguistic landscape analysis, we investigate one particular dimension of the visual semiosis of this shop, namely the signage. Drawing upon photographic and interview data, we trace the history of this semiosis, charting how its purpose and meaning has changed over time. What emerges from our study... (More)
A tailor shop located in Singapore’s Chinatown is explored as a case of creative linguistic marketing practice, examining how such practice can be understood in relation to the interaction of local and global forces on the linguistic landscape. The shop uses a range of Scandinavian semiotic resources (language and artefacts) which for us, coming upon the shop, seemed unexpected or, using Sweetland’s term, spectacular. Following in the spirit of linguistic landscape analysis, we investigate one particular dimension of the visual semiosis of this shop, namely the signage. Drawing upon photographic and interview data, we trace the history of this semiosis, charting how its purpose and meaning has changed over time. What emerges from our study is that what seems idiosyncratic to researchers can have rich local meaning in context. What appears to be an outlier on the linguistic landscape can offer insight into situated experiences. In this light, our study of a shop and its semiotic landscape contributes to an understanding of the changing sociolinguistic patterns and creativity that occur in spaces like Singapore, and that reflect not just contemporary but also previous eras of globalisation and contact across historical, political and cultural borders. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
globalization, linguistic landscape, marketing, multilingualism, Singapore, Nordic languages
in
International Journal of Multilingualism
publisher
Routledge
external identifiers
  • scopus:85052321440
ISSN
1479-0718
DOI
10.1080/14790718.2018.1500263
language
English
LU publication?
yes
id
a29f3783-6181-469b-893d-d1fd1f3a4bcc
date added to LUP
2018-09-11 14:01:13
date last changed
2018-09-30 04:52:51
@article{a29f3783-6181-469b-893d-d1fd1f3a4bcc,
  abstract     = {A tailor shop located in Singapore’s Chinatown is explored as a case of creative linguistic marketing practice, examining how such practice can be understood in relation to the interaction of local and global forces on the linguistic landscape. The shop uses a range of Scandinavian semiotic resources (language and artefacts) which for us, coming upon the shop, seemed unexpected or, using Sweetland’s term, spectacular. Following in the spirit of linguistic landscape analysis, we investigate one particular dimension of the visual semiosis of this shop, namely the signage. Drawing upon photographic and interview data, we trace the history of this semiosis, charting how its purpose and meaning has changed over time. What emerges from our study is that what seems idiosyncratic to researchers can have rich local meaning in context. What appears to be an outlier on the linguistic landscape can offer insight into situated experiences. In this light, our study of a shop and its semiotic landscape contributes to an understanding of the changing sociolinguistic patterns and creativity that occur in spaces like Singapore, and that reflect not just contemporary but also previous eras of globalisation and contact across historical, political and cultural borders.},
  author       = {Hult, Francis and Kelly-Holmes, Helen},
  issn         = {1479-0718},
  keyword      = {globalization,linguistic landscape,marketing,multilingualism,Singapore,Nordic languages},
  language     = {eng},
  publisher    = {Routledge},
  series       = {International Journal of Multilingualism},
  title        = {Spectacular language and creative marketing in a Singapore tailor shop},
  url          = {http://dx.doi.org/10.1080/14790718.2018.1500263},
  year         = {2018},
}