Carlito’s Ham: English as Lleida’s Marketing Strategy
Carlito’s Ham: English as Lleida’s Marketing Strategy
Project Linguistic Landscapes
Júlia Bestard & Martina Rubiol
10th March 2025
Estudis Anglesos
Professor: Maria Sabaté Dalmau
Subject: English Language in Context
1. INTRODUCTION
During our fieldwork in Lleida, we encountered an interesting display of the use of English for commercial purposes in Lleida. It was a sign placed upon a bar-restaurant business. (See Figure 1). This sign contains the bar’s name, Carlito’s Ham, in white capital letters and an iconographic figure of an oak tree. The main language is English, as the use of the word ham and the possessive ‘s show. However, the name Carlitos comes from Spanish.
Carlito’s Ham is located in Avinguda del Doctor Fleming 10th, and it offers a selection of drinks, such as beer and wine, in addition to typical Spanish tapas. The establishment specializes in cheeses and Iberian cured meats, which gives meaning to the name of the establishment.
In addition to the main title, several phrases in Spanish can be observed in the material surrounding the tables placed in front of the establishment. These quotes are all part of a commercial advertisement from the Spanish beer ‘San Miguel’, whose logo is also on display, offered in the establishment. Overall, Spanish serves as a foregrounded language, reflecting the restaurant's commitment to its Spanish roots: the aesthetic of the restaurant, along with the dishes offered, showcases the typical Spanish tavern and the owner’s wish to pay tribute to Spain’s gastronomic culture. The entire text is elegantly presented in the Roman alphabet, ensuring clarity and accessibility for the designed audience, which seems to be people who appreciate local food and a familiar treatment.
When locals read it, they understand Carlitos (including the s) as a diminutive of the Spanish name Carlos. Since both languages use the Latin alphabet, the name of the establishments gives space for different interpretations.
2. CONTEXTUALISATION
The linguistic landscape of Carlito’s Ham is located at number 10 of Avinguda del Doctor Fleming, in the very centre of the city of Lleida. The neighbourhood, known as Camp d’Esports, is located in the northwest of the city and in 2023, according to La Paeria, it had 4,465 inhabitants. Its name was given to it due to the football stadium that can be found there, one of the most important sporting facilities of the city and home ground to the football team Lleida Esportiu.
Figure 2: map of the neighbourhood
Source: ArcGIS Web Application
The neighbourhood presents a mixture of residential buildings and commercial establishments, especially on the Gran Passeig de Ronda Avenue, located only a few meters away from where the picture was taken and one of the busiest streets in the city. According to official data provided by Lleida’s city hall, La Paeria, in 2023, out of the 4,465 inhabitants of the neighbourhood Camp d’Esports, 845 are immigrants, which constitutes 18,9% of the total. Analysing this data, it could be said that the neighbourhood is not extremely migrant-populated: although there are migrants, it is not one of the neighbourhood’s defining traits. Camp d’Esports is a neighbourhood surrounded by multiple zones dedicated to young people, such as bars and pubs, as well as residential streets and public facilities.
The street in which the linguistic landscape of Carlito’s Ham is located, Avinguda del Doctor Fleming, connects Gran Passeig de Ronda, one of the main streets of the city, with Ricardo Viñes Square, which constitutes one of the most important centers of nightlife. Surrounding the establishment, there are multiple commercial buildings as well as residential ones.
3. METHODOLOGY
Since we live close to the street in which the establishment is located, we had seen it multiple times before even paying attention to its multilingual richness. After starting with the project in class, we spent the first weeks paying attention to every sign and establishment in the street, and that is how we realised how close we had been to Carlito’s Ham all along. It can be said, then, that the first fieldwork visit was on the 26th of February, and it was a coincidental event. Before finally choosing Carlito’s Ham as our linguistic landscape, we visited the three or four locations that we were considering. In those fieldwork visits, we paid attention to the details to be able to select the best option. After deciding it was the perfect example of a linguistic landscape and that it was useful for the project, we went there again and spent some time analysing all the details that we could have missed before. We took the definitive picture on the 6th of March.
Besides the two co-official languages of the region, Catalan and Spanish, Lleida's linguistic landscapes present a variety of alphabets and languages, which conveys the existence of a diverse cultural background. In Catalonia, there is a delicate situation when it comes to the conservation of the Catalan language. For this reason, there is an increasing need to promote it, which is reflected in top-down policies in Catalonia and even in Lleida. Firstly, according to the city hall of Lleida, public signs are to be written in Catalan, and advertising should be made in both Catalan and whichever language the population speaks or Spanish.
Lleida’s municipal regulations prioritize the protection and promotion of the Catalan language in public spaces. Article 14 states that all public signage must predominantly be in Catalan. Additionally, Article 17.2 specifies that advertising directed at audiences outside the Catalan linguistic area should preferably be presented in both Catalan and either the local language or Spanish. This approach enhances the visibility of Catalan while accommodating multilingual contexts. Furthermore, local regulations (Ajuntament de Lleida, 2018) prohibit the placement of posters, banners, stickers, or any other form of advertising or propaganda on municipal buildings, urban furniture, landscape features, or public areas without prior authorization. These policies help uphold the city's linguistic identity and maintain its urban environment while regulating advertising practices in the public domain.
Located in Lleida, Catalonia, Carlito’s Ham exemplifies the fusion of traditional Spanish gastronomy with global branding strategies. Positioned on Avinguda Doctor Fleming number 10, the establishment functions as a cervecería, jamonería, and tapas bar, offering a culinary experience centred on artisanal hams, cheeses, and premium beers. This reflects Spain’s growing trend of gastro-bars that elevate traditional tapas culture through careful product selection and modern aesthetics.
Figure 4: A Sign of Carlito's Ham
The venue’s visual identity—marked by minimalist design and a green tree logo—evokes both simplicity and rootedness. The English-language name, Carlito’s Ham, highlights the house speciality (ham, which in Spanish would be jamón). This strategic use of English aligns with urban branding practices that signal modernity and cosmopolitan appeal.
Carlito’s Ham maintains an active digital presence through Instagram accounts (@carlitos.ham and @carlitos_ham_), showcasing its atmosphere, gastronomy, and events. These platforms reinforce its image as a social space where leisure and culinary tradition meet contemporary lifestyles.
Ultimately, Carlito’s Ham serves as a microcosm of glocalization, blending local gastronomic heritage with global aesthetics and marketing. It reflects the evolving dynamics of urban leisure spaces in Spain, where tradition and modernity coexist to shape new forms of social and cultural identity.
The linguistic landscape of Catalonia, particularly in urban areas like Lleida, reflects a complex interplay of languages that mirrors the region's historical, cultural, and economic context. This multilingual environment is characterized by the presence of Catalan, Spanish (Castilian), English, and other languages, each serving distinct functions and representing different aspects of Catalan society.
According to Pueyo París (2012, pp. 4-5), Catalonia officially recognizes three languages: Catalan, Spanish (Castilian), and Aranese (a variant of Occitan). Catalan holds a special status as the native language of Catalonia, while Spanish maintains a strong presence due to historical factors and migration patterns. The use of these languages in public spaces is regulated by various laws and policies aimed at promoting linguistic diversity while preserving Catalan's prominence.
In the commercial sector, businesses are required to use Catalan in signage, customer service, and documentation. However, the practical implementation often results in a multilingual approach: Catalan is the primary official language, commonly used in local businesses and official signage, Spanish is widely used due to its status as a co-official language and its utility for communication with non-Catalan speakers and English is increasingly prevalent in commercial settings, particularly in industries catering to international clientele or reflecting global trends.
The presence of English and other foreign-influenced names in business signage (e.g., "HELLO NAILS", "Defior") indicates the impact of globalisation on Catalonia's linguistic landscape. Language choice in public spaces typically reflects complex identity dynamics. Native Catalan speakers tend to identify strongly with a cultural identity strongly tied to language, while Spanish speakers may exhibit a more diverse range of identities. The use of Catalan in business and public life is not only a matter of legal compliance but also a statement of cultural identity and autonomy.
The establishment of Carlito’s Ham exemplifies the blend of local identity and global commercial trends through its linguistic and visual choices. The English possessive ’s in Carlito’s suggests an alignment with Anglo-American branding, conveying modernity and global appeal—an approach less common in traditional Spanish signage.
The central tree icon, reminiscent of the Guanacaste tree (Enterolobium cyclocarpum), ties the establishment to local heritage and nature, while its stylized form allows it to resonate with a broader audience. Moreover, the pairing of Ham—a nod to Spain's jamón—with the global possessive illustrates a strategic hybridization, marking a connection to Spanish culinary tradition while engaging with global consumer culture. This reflects the larger trend of local identities being redefined within a global commercial context.
4. RESULTS AND CONCLUSIONS
The sign for Carlito’s Ham serves multiple functions within the linguistic landscape, highlighted predominantly by its productive, aesthetic, and identity-related values.
To begin, the productive value of the sign is manifest in its role as the identifier of a commercial establishment—a bar-restaurant primarily aimed at generating profit. According to Cenoz & Gorter (2009:57), the presence of English within linguistic landscapes frequently serves purposes associated with market production and consumption, signalling cosmopolitanism, leadership, and open-mindedness. In this context, the inclusion of the English possessive “’s” in “Carlito’s”—which combines a Spanish diminutive name with English grammatical structure—positions the establishment as contemporary, globally conscious, and attractive to a potentially international audience. The strategic use of English is, therefore, intentional, aiming to enhance the establishment's appeal and profitability within a competitive hospitality sector.
Moreover, the sign boasts aesthetic value, bolstered by its multimodal characteristics—the integration of text, typography, and visual imagery such as the green tree. The bold and legible lettering, coupled with the tree icon, contributes to its visual allure while encouraging diverse interpretations. The tree symbolizes natural, traditional, or deeply rooted qualities, potentially relating to Spain’s southern identity or flamenco culture. This is further reinforced by the name "Carlito," which resonates with Southern Spanish or Latino connotations. The synthesis of modern English elements and traditional Spanish/Latino identity within the sign creates a distinctive aesthetic that situates the establishment as both familiar and innovative.
Finally, the sign embodies identity value, reflecting a hybrid cultural identity that embraces Southern Spanish heritage while remaining receptive to global influences. The inclusion of the term "Ham," a culturally significant item in Spain, adds a layer of meaning, anchoring the establishment within local culinary traditions while presenting itself in a globalized linguistic framework.
In essence, Carlito’s Ham transcends the role of a mere business sign; it serves as a semiotic space where language choices, design elements, and cultural references combine to generate meaning, effectively targeting local clientele while simultaneously indexing cosmopolitan values for visiting patrons.
The linguistic landscape of Lleida is influenced by intricate social, economic, and cultural changes. Catalan Spanish, migrant languages (Arabic, Chinese) and an increasing presence of English coexist in a tense manner, with each language having its own social implications and power relations.
Catalan plays a crucial role in regional identity and autonomy, having been historically marginalized during Franco’s regime but experiencing a revival after 1978. Its enhancement represents cultural safeguarding and resistance against Spanish centralism (Woolard, 2016). While Spanish is official, it predominates in institutional and media contexts, reinforcing state authority and access to wider Spanish-speaking markets.
Nonetheless, this transition reinforces disparities in power dynamics. English serves as a gatekeeper for economic and social advancement, putting locals and migrants without access to quality English education—frequently the working class—at a disadvantage. Even with official safeguards, Catalan risks being confined to cultural or symbolic roles. Minority migrant languages largely remain overlooked or stigmatized, being excluded from public discussions and policies, which exacerbates social fragmentation (Pujolar, 2007).
The process of Englishisation should not come at the expense of local linguistic ecosystems. Policies must aim to avoid reinforcing global hierarchies that marginalize both minority and majority local languages. There is a need to bolster multilingual frameworks, ensuring that Catalan, Spanish, and migrant languages hold practical significance in public life, education, and the economy. Linguistic diversity ought to be regarded as an asset rather than an obstacle.
5. CONCLUDING THOUGHTS
Being given the opportunity to function as knowledge generators, and especially doing it in a city in which we live and know well, has been an enlightening experience. If studying sociolinguistics, which allows us to correlate our daily-life experiences with the content we study in our classroom, is already an enriching experience, being given the task to go out in the streets and engage with multilingual linguistic landscapes is even more exciting. According to Sayers (2010), doing a student-led linguistic landscape project enables students to think creatively and analyse language’s function in society, which raises awareness of our sociolinguistic contexts. We couldn’t agree more since this project has encouraged us to pay attention to the details, which are usually forgotten, and engage with the linguistic landscapes in Lleida.
We are certain that, from now on, our perspective on the commercial use of English will acquire a more analytic approach. Furthermore, the use of tools such as TKA and TEP have allowed us to learn more about the tools used for research in English, as well as learn new ways to share our findings. The map (TKA) has been a very interesting part of the project since we have been able to look at our colleagues’ works and gain valuable knowledge about the city’s linguistic landscapes.
6. REFERENCES AND WEB SOURCES
Ajuntament de Lleida (2018, January 1). Dades poblaciónals 2018. La Paeria. Ajuntament de Lleida.https://aplicacionsweb.paeria.es/eOpenDataPublicWeb/faces/ca/cataleg/territori/demografia/dades-poblacionals-2018/detalls
Ajuntament de Lleida (2024, January 31). DADES DE POBLACIÓ CLASSIFICADES SEGONS DISTRICTE, SECCIÓ, BARRI, SEXE I PER GRUPS D'EDAT. La Paeria. Retrieved March 8, 2025, from https://aplicacionsweb.paeria.es/eOpenDataPublicWeb/faces/ca/cataleg/territori/demografia/dades-poblacionals-2023/detalls
Ajuntament de Lleida. (2018). ORDENANÇA MUNICIPAL DE CIVISME I CONVIVÈNCIA DE LA CIUTAT DE LLEIDA. https://www.lleidaparticipa.cat/public/197/docs/6c2e2ab8cee8ef11cc82f1e8621d78b5.pdf
ArcGIS Web Application. (n.d.). https://paeria.maps.arcgis.com/apps/webappviewer/index.html?id=739bb25520c44172a7efe80d6c5c2fad
Cenoz, J., & Gorter, D. (2006). Cenoz, J. & Gorter, D. (2006) Linguistic landscape and minority languages. The International Journal of Multilingualism 3: 67-80. International Journal of Multilingualism.
Enterolobium Cyclocarpum. (2024, October 5). On Wikipedia https://es.wikipedia.org/wiki/Enterolobium_cyclocarpum
Observatori del Paisatge de Catalunya (n.d.). Landscape glossary. https://www.catpaisatge.net/en/landscape-resources/landscape-glossary
Paeria.Cat. (n.d.). Dada oberta. https://aplicacionsweb.paeria.es/eOpenDataPublicWeb/faces/ca/cataleg/territori/demografia/estrangers-per-barris-i-paisos-2023/detalls
Plans departamentals per al foment del català. (n.d.). Llengua Catalana. https://llengua.gencat.cat/ca/direccio_general_politica_linguistica/politiques/plans-departamentals/
Pennycook, A. (2017). Language as a Local Practice. Routledge. https://doi.org/10.1093/oxfordhb/9780190212896.013.11
Pueyo París, M. (2012). Language policy as social policy: The role of languages in an open society (pp. 4-5). Generalitat of Catalonia. https://llengua.gencat.cat/permalink/3e0a416f-5386-11e4-8f3f-000c29cdf219
Pujolar, J. (2007). Bilingualism and the Nation-State in the Post-National Era. In Sociolinguistic Studies, 1(4), 397–422. https://www.cambridge.org/core/books/abs/multilingualism-and-identity/references/98F6418F179DAD9926E19DB924001D61
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