Coffee Spoon: The emergence of advertising English in Lleida
Coffee Spoon: The emergence of advertising English in Lleida
Linguistic Landscape token: Coffee Spoon
Source: Photo taken by the authors. 28/02/2023
Patricia Sorocianu
patriciasorocianu@gmail.com
Adina Iordache
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Enric LLurda & Guzmán Mancho- Barés (2021) claimed that English is a language that has a determined influence in many civilizations, and its incorporation from the last decades to nowadays has a huge impact. English is present everywhere: education, business, social media, etc. However, this language is also current in other items, such as the Linguistic Landscapes (LL).
For the present study, we did critical sociolinguistics in order to understand the social meanings and uses of English as well as the roles of local and global languages in contact in Lleida and in public communication. To carry on the study we will use linguistic landscapes (LLs) known as communicative inscriptions which are place markers or markers that display our languages in society.
The linguistic landscape (LL) chosen in this study is a banner. A banner's crucial role is to attract the population, as prospective clients or users, using different communicative strategies (multimodality, signage, etc.), such as a creative title, colors, typography, images, and logos. These strategies are employed by several businesses. Moreover, they are usually used to promote their products or business and inform people about their establishment. So, in this case, they also have a referential meaning that is used to indicate what commercial realm they invest in technology, and services, among others.
The study is included in a larger project entitled ‘Localizing English in town’ by Dr. Maria Sabaté Dalmau. This project started in 2017/2018 and is part of the English Studies degree at Universitat de Lleida. Sabaté Dalmau (2022) claims that this project has two key objectives. The first objective is to spread knowledge about local and global languages in contact in Lleida and reflect linguistic diversity involving English as a Global Lingua Franca (ELF). The second objective is to learn how to do sociolinguistics research and motivate students to do sociolinguistic work through practice.
The linguistic token analyzed in the following study is a multilingual and commercial banner from a cafe/coffee shop called “Coffe Spoon”. In this LL token, the English language dominates in the banner. In contrast, Catalan (the local language) acts as a secondary language to give a special effect to the establishments in Lleida (Catalonia, Spain). The Catalan expression used to give this special effect is in the banner, which says "Pa & Dolços". This banner can be considered monoglossic since the languages involved in the poster employ only the Roman alphabet.
2. CONTEXTUALIZATION
The linguistic token selected for the present study is Coffe Spoon, located in Gran Passeig de Ronda, 152, in Lleida city, specifically encountered in the Camp d'Esports neighborhood (See Figure 1). It is a cafe in a corner, perfectly seen from the road. Although it is not in the center of Lleida, it is surrounded by many other businesses on Taquígraf Martí street (See figure 2), which is a good location in terms of centrality, and social and commercial activities in the city.
Figure 1. Map. Neighborhoods in Lleida. Source: Oficina del Pla. Lleida's town hall (2012)
(https://www.gifex.com/fullsize2/2011-04-14-13453/Barrios_de_la_ciudad_de _Lerida.html)
Regarding the population at Lleida (2022), the inhabitants of the European Union was around 6.650 habitants, which is clear evidence of the presence of the English language. Nevertheless, if we look at the statistics, it can be also seen a high number of the African population, with a number of 13.331 (Idescat, 2022). Moreover, if we observe the population in each neighborhood in 2012, we can notice that in "Camp d'Esports" there was a higher percentage of Spanish people (79,64%) and only 20,36% of foreigners.
Figure 2. Screenshot. Coffee Spoon Surrounding businesses. Source: Localizing English in Lleida Maps. Accessed by the authors on 11/03/2023.
Furthermore, outside the cafe Coffe Spoon, we found other linguistic tokens. These tokens are not only in posters and banners from shops, restaurants, and businesses but also in flyers that use more than one language to promote appealingly their business. Figure 3 represents the flyer that instantly caught our attention. This flyer was attached to a lamppost right in front of the cafeteria, and it was about a beauty salon called Beauty & Spa. There is a usage of Spanish as the leading language and English as the secondary language. So, the flyer uses English as "advertising talk" like our token.
Figure 3. Picture taken by the authors. A beauty flyer. Source: Authors photo was taken on 7/03/2023.
3. METHODOLOGY
For the analysis of the linguistic token selected for this project, we employed a critical sociolinguistic approach based on a deeper identification and analysis of several LL tokens in the public field, including their social perspective of it. To achieve this goal, we completed an observation, which was ethnographic, through fieldwork visits to the place. This type of observation allowed us to attend to the context and the combination of the local language, in this case, Catalan, and the global language, such as English. We twice visited the place to observe and obtain pictures of the token to include in our paper. The first visit was on 28 February 2023, after having thought about which would be the LL token we were about to select for the project. We took our first picture of the banner, which was eye-catching for its big letters, colors, and simplicity, referring to the two words, so, the cafe's name (Coffe and Spoon). The place was familiar to us, although we never had breakfast there. When we went to the cafe with the proposal in mind, we realized the multilingualism present in its title.
On the second visit on 7 March 2023, we went to see other examples of multilingualism that surrounded the locals, and we found many establishments and the beauty flyer previously mentioned. Moreover, on the same visit, we decided to enter the cafe and observe if there were other posters, menus, or samples of multilingualism and multiculturality. Inside the establishment, we found the use of Catalan and Spanish (mostly) as the main languages, for instance, words such as "piña", "melón", "plátano", but also the use of English in a poster of smoothies (See Figure 4). In this figure, we can observe the name of each Smoothie in English and the ingredients used for their preparation in Spanish to provide easy familiarity for the local people. In fact, all the languages presented were also accessible and understandable for non-English users, by their connotations.
Figure 4. Smoothies poster inside the cafe. Source: Authors photo was taken on 07/03/2023.
Another example inside the cafe is the Italian names used to refer to the different types of coffee and chocolate, such as Cappucino, Latte Machiatto, or Cioccolteria (See Figure 5). These Italian words are also understandable to non-Italian users since they have become the actual name with which the local people identify them. In this case, we are talking about the Italian language accommodated into the Catalan sociolinguistics context. Moreover, if we observe figure 6, we can notice the menu outside the cafe. However, it only employs Catalan and Spanish languages, reinforcing our idea that the real and requires information is provided in local languages and English is used as an attractive attention gatherer of people. One thing we saw during the time we looked at the languages used is that the employers attend both in Catalan and Spanish and in English if required. At the time we were in the establishment, we also witnessed multiculturality among customers, some were Spanish, Catalan, and a few immigrants such as Moroccan, nevertheless we did not notice any sign of tourists. At the end of the visit, we looked at the surroundings to see other advertisements or signs, but we were not fortunate since the only billboard near the cafe was empty this time.
Figure 5. The screenshot was taken from Google Maps photos. Source: Google Maps (https://www.google.com/maps/place/Coffee+Spoon/@41.6236367,0.6186446,17z/data=!3m1!4b1!4m14!1m7!3m6!1s0x12a6e040a45a6249:0xb64b558359ff9644!2sCoffee+Spoon!8m2!3d41.6236367!4d0.6208333!16s%2Fg%2F11c575dhfk!3m5!1s0x12a6e040a45a6249:0xb64b558359ff9644!8m2!3d41.6236367!4d0.6208333!16s%2Fg%2F11c575dhfk)
Figure 6. The menu outside Coffe Spoon. Source: Photo taken during the visit 07/03/2023.
Regarding our LL token, as we have already mentioned, the token is located in Lleida, Catalonia, which is a bilingual community in Spain. In this location, there are two coexisting languages, Catalan, which is minorized, and Spanish, the official language of the country, or Lingua Franca Worldwide. However, the use of Catalan was regulated by a bulletin of top-down policies in 2014 created by Lleida’s city hall. This bulletin established many things, but two matters related to this project are that public issues should be written only in Catalan or in both languages, either Catalan, Spanish, or any other language. (Ajuntament de Lleida. 2014). We have mentioned this in our project due to the recent combination of these two languages in more than one advertisement, poster, banner, or flyer in society.
The selected LL token of this project is considered to be bottom-up since the establishment's owner is the person who decided to use the English language in his banner. Although they also set the use of the Catalan language since is the official language in this location, although it tends to be considered a minorized language. The Catalan is mainly used in the expression “Pa & Dolços” to represent what they sell. (See Figure 7). The use of English can be for commercial reasons or to attract clients, as well as for its substantial internationally or globality (Cenoz 2013; Edelman & Gorter, 2010). A multitude of businesses introduce English to represent cosmopolitanism and internationality. In sum, the aim is to observe the use of the different foreign languages in Lleida’s linguistic landscapes through the LL token selected.
Figure 7. Use of Catalan in Coffe Spoon’s logo. Pa & Dolços. Source: Photo taken by the authors. 28/02/2023.
4. RESULTS AND DISCUSSION
In the sections before, we observe that our LL token (See Figure 8) employs two languages Catalan (eg: “Pa & Dolços”) and English can be seen in the banner “Coffe Spoon” or “Spoon” accompanied with the Catalan expression previously mentioned. These words are the establishment’s name Coffe Spoon. A study of Ben-Rafael. E., Shoamy. E., Barni. M; 2010 LL express undoubtedly the area of multilingualism as well as patriotism and country affection, which has a remarkable effect on the languages implemented and other issues involved taking into account the Lingua Franca. For instance, English as a Global language. As a result, many advertisements in Spain nowadays use English words.
Figure 8. Establishment full name. Source: Photo taken by the authors on 28/02/2023.
According to Gorter (2010, p.97), the use of English and the perception of it as global, modern, and progressive helps us understand the use of the language. In this case, through these LLs tokens, we can present a creative way to advertise and promote the selling of products for a specific population with their identities: customers, tourists, a large group or a small one, etc. (Sabaté-Dalmau 2022). The perception of this language is how the values of LLs tokens are presented.
The paramount value of the LL token selected is productivity as it sells products (e.g. coffee, bread, smoothies, sweets, etc.) to produce money. Moreover, other secondary values are identity, as it is an establishment to have a good breakfast with friends, and assumably aesthetic, which according to Sabaté Dalmau (2022), as a LL token conveys somehow beauty. If we look at the items attached to this banner, we can notice a spoon that fits with the title and gives an aesthetic image to it. (Linguistic Landscape Observator: Glossary, 2005-2023).
Finally, I would include that Lleida has several tourists, Erasmus students, or even migrants that come to the city every year as a result of the globalization process. For instance, our LL token is situated in Lleida, a place where part of the population may speak Catalan. However, we tend to see the use of Catalan/Spanish and English to grab people's attention and let them receive the message. So, there can be an Englizisation of Lleida city. And that happens with many other languages, such as Moroccan or Romanian, that they employ their language to catch the attention but then provide subtitles mainly in Spanish.
5. CONCLUDING THOUGHTS
Once analyzing this specific LL token and writing down the observations in this paper, we can state that the project aimed to determine the presence of social meanings in these linguistic landscapes and provide evidence that English is an international language everywhere in the world. Moreover, it provides the linguistic diversity of each community. So, as we mentioned before, there is an Englishization process that means using the English Language as Lingua Franca (ELF). Additionally, there is no doubt that Lleida highly involves English in its linguistic landscapes. In that way, it allows us to be aware that everyone in society should understand at least some basic expressions or English words for its “internationally”.
This project of linguistic landscaping is a new way of working with sociolinguistics. Through this study of LL tokens, students can learn how to research sociolinguistics and effectively apply pedagogical tools within skills such as TKA/TEP. In this case, they have to associate the concepts learned with real contexts and through the analysis of these tokens. Knowledge is improved and the theory worked in class is applied too. So, we consider that using new technologies (TKA/TEP) allows us to discover things and learn effectively. Through this project, we became competent observers that provided knowledge and, in fact, empowered students.
Our LL token was commercial which indicates selling their product. They have to catch the population's attention by using English as an attractive language for all the citizens and migrants involving multilingual and sociocultural views. In sum, the LL token selected included languages such as Catalan and English. We admit that this project improved our knowledge and let us apply the theory learned in class with this practice, having another vision of the surroundings in this city.
6. REFERENCES
Ajuntament de Lleida. (2012). Butlletí Socio Econòmic de Lleida. Número 14. Retrieved from http://paeria.cat/butlletieconomic/2012/03-juliol/06-poblacio.pdf
Ben-Rafael. E., Shohamy. E., & Barni. M. (2010). Unit_3_Shohamy_Ben_Rafael_Barni_2010_INTRO. Retrieved from https://cv.udl.cat/access/content/group/101266-2122/Part%20A%20Sociolinguistics/Unit%203/Unit_3_Shohamy_Ben_Rafael_Barni_2010_INTRO.pdf
The Landscape Observatory of Catalonia (2005-2023) The landscape observatory: Glossary, Observatori del Paisatge. Olot.Retrieved from: http://www.catpaisatge.net/eng/glossari.php´
Edelman, L. and Gorter, D. (2010) Linguistic landscapes and the market. In: Language and the Market (ed.) by H. Kelly-Holmes & G. Mautner. London: Palgrave. 96-108. Retrieved from: Sabaté Dalmau- UNIT_4_Edelman_Gorter_2010.pdf (udl.cat)
Gorter, D. (2012) Foreword: Signposts in the Linguistic Landscape. In: Linguistic Landscapes, Multilingualism and Social Change (ed. by C. Hélot, M. Barni, R. Janssems & C. Bagna). Berlin: Peter Lang.
Idescat (2022). El municipio en cifras. Retrieved from: https://www.idescat.cat/emex/?id=251207&lang=e
LLURDA, E., & MANCHO-BARÉS, G. (2021). The Impact of World Englishes and English as a Lingua Franca in Tertiary Education in the Expanding Circle1 [Ebook]. Retrieved from https://drive.google.com/drive/u/0/folders/1d7_OggChR7EE4W2OQrbCzqcdW3Pkd8Th
Sabaté- Dalmau, M . (2022, April). Part A; Sociolinguistics (Class Handout). English Department, University of Lleida. Retrieved from: https://cv.udl.cat/access/content/group/101266-2122/Part%20A%20Sociolinguistics/Unit%202/Hand-out_and_Ppt_Unit_2_19_20.pdf
Sabaté- Dalmau, M . (2022, April). Unit 4: The Market (Class Handout). English Department, University of Lleida. Retrieved from: https://cv.udl.cat/access/content/group/1012662122/Part%20A%20Sociolinguistics/Unit%204/Unit%204_ELiC.pdf
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