FARRÉ CONSULTING IMMOBILIARI: COMMERCIAL ENGLISH GETTING INTO LLEIDA’S LINGUISTIC LANDSCAPE
FARRÉ CONSULTING IMMOBILIARI: COMMERCIAL ENGLISH
GETTING INTO LLEIDA’S LINGUISTIC
LANDSCAPE
Fatine
Hammadi & Paola Vega
3rd
April 2025
Subject: English Language in Context
English studies
Lecturer: Maria Sabaté Dalmau
For more than half a century, Finques Farré has become a leading real estate agency in Lleida founded upon a solid commitment to providing full and personalized service. Our aim has always been
total customer satisfaction, offering professional advice in the purchasing, sale, and renting of property.
Through new technologies that have arisen, it is now possible and faster than ever before to obtain information about real estate.
That's why we've created this website to be by your side everywhere, at any moment. Wherever you may be at home, on your daily
commute to work, or in your free time, our advisory team will hold your hand through all the processes involved in selecting a home. If you need to buy a new-construction apartment in Lleida or rent a flat, we're here for you and to make the process as easy as possible.
1.1 LL Token Description:
As we can see in Figure 2 The LL token is a metallic three-dimensional commercial sign attached to a
glass window, giving it a modern and professional appearance. It belongs to the real estate consulting
domain, as indicated by the text “Consulting Immobiliari.” The main language used is Catalan, with some
influence from English, as seen in the word “Consulting.” The sign utilizes the Latin alphabet and serves as a
clear example of multilingual commercial signage in an urban setting.
Figure 1 Source: (Barrios De La Ciudad De Lérida, Gifex, 2011)
This linguistic landscape (LLs) is located at Av. Blondel, 11 · 25002 Lleida, within the
Rambla Ferran-Estació neighborhood. The demographic profile of the area reveals a population
of 3,026 residents, with 59.65% Spanish nationals and 40.36% foreigners.
The neighborhood comprises 1,446 men and 1,580 women
(Idescat. Códigos Territoriales Y De Entidades. Municipis. 251207 Lleida, n.d.).
The housing market in the Rambla Ferran-Estació area has a wide range of house prices in relation to
the socio economic profile. On Francesc Macià Avenue, a recently built building with 24 apartments
with prices ranging from €90,000 to €245,000, which represents a mid-market position.
Additionally, there are approximately 2,747 existing houses in the zone, the majority of which were
constructed between 1970 and 1979, providing people with a variety of housing options (Idealista, 2025).
The city government has launched urban renewal initiatives to improve the area's usability and appeal.
The plans call for improving public areas, installing lights, planting trees, and expanding sidewalks.
The goal is to make the area more lively and hospitable for both locals and tourists (Carbonell, 2024).
Figure 3; Source: Google Maps Capture
METHODOLOGY
Figure 4 Picture taken by Fatine on 20/2/2025
Figure 5 Picture taken by Fatine on 3/3/2025
Figure 6 Picture taken by Paola on 20/3/2025
The research in the current study applies an interpretative critical sociolinguistic perspective supported
by ethnographic observation. This approach seeks to learn about how language is used in the public areas
of Lleida, why a certain language is used, and its broader social, cultural, and political significance.
By examining the linguistic landscape in detail, the study aims to uncover patterns of visibility,
dominance, and coexistence of languages in the city, offering insights into the sociolinguistic life of the
place. Ethnographic observation involves immersing oneself in the environment to watch and analyze
language use in naturalistic contexts. The method allows for understanding of how linguistic routines
reproduce social organization, cultural membership, and earlier influence.
In this study, specific attention is given to public signs, announcements, and other inscribed texts on
display in the streets of Lleida, as these offer significant information regarding linguistic visibility and social orientation to multilingualism. The linguistic landscape is shaped by various values that contribute to its role in public space. Aesthetic values emerge through elements like silver and ‘ff’, which reflect branding identity and professionalism, aligning with the notion that a landscape can convey beauty through color, form, and unity. Identity values are present in the interaction between local and global influences, as public signage shapes a collective sense of belonging. Economic values also play a role, with ‘advertising English’ and commercial multilingualism highlighting the productive value of the landscape, where language choices align with financial incentives. Beyond these, social and cultural values are embedded in linguistic visibility, reinforcing symbolic hierarchies and shaping perceptions of multilingualism, much like landscapes convey historical, social, and even spiritual significance.
Data Collection Process:
Figure 4: The first step of data collection was when Fatine visited Carrer Major the 20th of february, Lleida’s main street, to observe and document the linguistic landscape. This involved noting the languages on shop signs, banners, and other public texts, as well as their placement, visibility, and possible social significance.
Figure 5: Three weeks later, on March 3rd, Fatine returned to the same location to take photos for the project. This allowed for the observation of any changes in the linguistic landscape over time, enabling a comparative analysis.
Figure 6: Some weeks later, on 20th of March, Paola during the fieldwork trip activity went to the location to take a last photo of the Linguistic Landscape (LLs). That allowed us to observe that any changes were made comparing figures 1 and 2.
AND THEIR APPLICATION AT FARRÉ CONSULTING IMMOBILIARI
Bottom-up language policies are not the result of official or governmental decisions, but rather of language use, preferences, and concessions that naturally develop in societies, businesses, and social groups. Since language is used informally in daily life, bottom-up policies naturally occur in contrast to top-down approaches, which are developed through laws, rules, and formal educational institutions.
These regulations are founded on the demands and preferences of people, employers, and cultural groups. Although it is not required by law, businesses may, for instance, provide multilingual customer service or signs to appeal to a wide range of varied population demographics. In the same way, immigrant communities may set up community centers or language schools in order to preserve and transmit their heritage languages to coming generations.
Farré Consulting Immobiliari (Finques Farré), an estate agency with more than 50 years of experience in Lleida, is one example of an organization that now has a bottom-up language policy. The agency prioritizes using Catalan on its website, in its promotions, and with its clients, demonstrating a bottom-up approach to language use. This is a reflection of the residents' spontaneous linguistic practices, which are not governed by any regulations.
By using this strategy, Finques Farré not only encourages connection with its clientele but also contributes to the preservation and advancement of the Catalan language within the business community of Lleida. This demonstrates the role that bottom-up language policies play in fostering linguistic diversity and effectively and naturally meeting actual demands.
Figure 7 Picture taken by Fatine on 3/3/2025
This linguistic token has the following values which are aesthetic, identity, and productive.
As we can see in figure 7 this token includes an aesthetic value because it demonstrates modernity
and professionalism in the design of the facade of this building. It uses a black and silver design to
represent a sophisticated image, to stand out in the urban street. These aesthetic choices contribute
to how it is perceived to the public eye. However,we can describe that this linguistic landscape uses
the word “Consulting” as it is in English that is used also for decorative and its symbolic purposes
rather than just communicating about what is the aim of the business, representing Westernization,
Englishisation and Globalization and how it is used as a marketing strategy to add prestige and
attract attention to clients.
Furthermore, the identity value with the use of Catalan “Immobiliari”, which is the local identity,
aligning with Catalonia’s linguistic policies and demonstrating the Catalan culture.
Using this language creates a strong connection with local clients who value their identity.
Here the use of English merged with Catalan in commercial spaces transmits as an identity marker
and symbolizes modernity and economic success to display how communities engage with global
languages to construct a desired image.
Another value is the productive one as the service they offer to their clients in their business is
to achieve capital. Besides, this linguistic landscape that is a bilingual text helps maintain
linguistic diversity for the purpose to guarantee commercial relevance of their local business.
So according to their policies they must use the local language but choose to employ English
as a marketing strategy.
CONCLUDING THOUGHTS
Over all, this study brings into focus the Linguistic Landscape (LLs) as both a research tool and a pedagogical tool for sociolinguistic research. By direct observation and examination of public signs, we researchers and learners become knowledge producers, adding to a new area of citizen sociolinguistics. In this way, we become active interpreters and documenters of linguistic practice, rather than passive receivers of information.
The TKA (Technology of knowledge acquisition) and TEP (Technology of empowerment and participation) frameworks further enrich this research, as they allow us to critically reflect on how language operates in the public sphere, particularly in institutions and commerce. This research enlightens not just language hierarchies, globalisation, and local identity, but also adds to our knowledge of how multilingualism is practiced in everyday contexts. (Svendsen,2018:140)
Furthermore, this exercise of linguistic landscape analysis has led us to reflect on our role as "competent observers." By using technology whether digital mapping, photography, or data collection our ability to critically assess the sociolinguistic dynamics of Lleida was enhanced. This exercise then makes us ask ourselves serious questions: How do we perceive technology within sociolinguistic work? Does it empower us more as researchers? The ability to look, analyze, and remark on language use in public space constructs a deeper appreciation of linguistic diversity, social interaction, and cultural change.
Ultimately, this research brings to light the pedagogical and transformative potential of the Linguistic Landscape as a research approach. Through an engaged part in data gathering and analysis, we not only contribute to scholarly discussion but engage in critical discussion of language, power, and identity, a precursor to more inclusive and better informed language policy in multilingual communities.
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