iServiTech: The incorporation of advertising in English language in Lleida

 

iServiTech: The incorporation of advertising in the English language in Lleida

Localizing English in Lleida

 

 

 

Sara Martín and Mireia Bravo

7^th of March of 2025

Degree: English Studies

Subject: English Language in Context

Professor: Maria Sabaté-Dalmau

TABLE OF CONTENTS

1.         Introduction. 3

2.         Contextualization. 3

3.         Methodology. 5

4.         Results and Discussion. 7

5.         Concluding Thoughts. 8

6.         References. 10

  Introduction

The Linguistic landscape token chosen is the establishment devoted to digital devices called “Iservitech” located in Carrer de Joan Baget, 1. The text typology of the text is a computer shop sign and, additionally, the posters surrounding the sign at the top. The establishment is part of the shopping domain, since there is the option of purchasing technological devices. Furthermore, the main language used is Catalan, and the background languages are Spanish and English. Finally, in terms of the alphabet used, it is the Latin one.

 

  Contextualization

        Our token is a shop in Lleida, located in the Carrer de Joan Baget, and at one side of the Rambla d’Aragó. It is very near the Universitat de Lleida. In general, it is not a very gentrified area. It is highly migrant populated, and that is probably why the shop uses several languages, in order to reach more people. It is a middle-class neighborhood, not especially impoverished. Not many tourists go in that area, being mostly populated by Lleidatans.  

 

        In the shop image we can see several languages. In the sign, there is “iServiTech” written, a clear mix between “i” from the English “yo”, and the combination of two words: Service and Technology. Under the title, we can find the Catalan language in words like “reparacions” or “informàtica”. However, an orthographic mistake can be seen. All words there are supposed to be in Catalan, but there is “movil”, in Spanish, and without the accent. Furthermore, there are stickers in the windows, with even more languages. In some there is Spanish: “la fibra digi ya está aquí” or “agente autorizado”. More English too: “money transfer” “Libon-call/payment”. There is, though, another interesting reference to the Arabic language: “Ramadan Mubarak” which means “Happy Ramadan”, written with the Roman alphabet, which strongly references the identity of a whole culture.  

(Figure 1) screenshot of Google Maps the 29/03/2025  

(Figure 2) screenshot of Goggle Maps the 29/03/2025

  

(Figure 3) IDESCAT:  https://www.idescat.cat/poblacioestrangera/?b=10&geo=mun:251207 

        Here, the different districts of Lleida can be seen, perfectly divided. Firstly, the totality of the population in the different districts are presented. Secondly, the specific number of immigrants in each zone, and then, its percentage and about 1. 

   Methodology

        This could be an example of the usage of the bottom-up language policy. The languages were chosen, and the design has been produced by an individual freely, however, the sign has been created under official regulations. According to a document that contains the regulations for the use of the Catalan language in Lleida, all signs displayed to the public must be written in Catalan. However, often the Catalan language is mixed with the English language, which allows the owner of the establishment to have some freedom in terms of the usage of language. Moreover, according to Article 17 (17.2), the best is for the sign to be written in Catalan, but it could also be written in Spanish as well. In terms of the bottom-up language policy, these can be the commercial signs, private notices and community fliers which usually are accompanied by multilingualism and the addition of several languages. The top-down language policy consists of public announcements, which are driven by many rules.

        This establishment is devoted to the repair of technological devices, the sale of devices, and the phone balance top-up. Due to the vast variety of posters located in the doors, there are many languages. Besides the many languages, there is a mistake in the spelling of the word “Movils”. This evidences the presence of heterography, as it should be written as “Mòbil”, following the text and context within the sign. The name of the establishment is “iServitech”, the “i” in front of “Servitech” must be referencing the brand “Apple” and its product’s name, “iphone” or “ipad”. Furthermore, there is hegemony of the Catalan language, and the name of the establishment is inspired by another brand. Moreover, “Servi” could be written in two languages: Spanish and English, “Servicio” and “Service”. Furthermore, the word “tech”, is a shortened way to say “technology”. In the sign, the “i” is written in bright red to highlight the reference to the famous technology brand called “Apple”. Additionally, the main languages heard when approaching the establishment are Catalan and Spanish.

(Figure 4) Taken by the authors the 28/03/2025

(Figure 5) Taken by the author the 11/03/2025

(Figure 6) Taken by the authors the 19/03/2025

(Figure 7): Ajuntament de Lleida (2018): http://www.lleidaparticipa.cat/public/197/docs/6c2e2ab8cee8ef11cc82f1e8621d78b5.pdf 

 

(Figure 8): CIDO: normativa local (2014): https://cido.diba.cat/normativa_local/1517903/reglament-per-a-lus-de-la-llengua-catalana-ajuntament-de-lleida

  Results and Discussion

        The establishment is located in an area where it is easy to perceive; it does not seem to be that aesthetically pleasing, as the sign is simple, and the text is not that visually intriguing; therefore, the value or function of the token is productive, as it provides financial benefits. The text is written in blue, which symbolizes truthfulness and loyalty; this makes the shop transmit genuineness and security to customers. Red draws attention and radiates a strong energy, this can be seen in the use of red in the letter “i”, which emphasizes the text and draws attention from potential clients. On the other hand, multimodality is highly present since there are several images attached to the door of the computer shop. The posters and print advertisements attached to the doors encourage individuals to enter and get the service offered by the computer shop. In terms of the historical value, the shop is located in a building where there is no remarkable historical value. Furthermore, the shop does not count with a vast amount of clients. It is rarely crowded and does not seem to have many visitors on the daily. Many individuals wrote their own opinion on the service offered by the establishment, and there were mixed opinions about the computer shop. In Google Maps, within the review section, the shop counts with 3.3/5 stars, which is significantly positive. 

        The usage of the English language has a proper impact in the city of Lleida; there are many establishments that choose to use English in order to have a bigger impact. However, the establishment does not appear to have a significant repercussion in terms of the Englishization. Additionally, there is not an exclusion of minority, majority languages, and lingua francas since it has many signs attached to the door that include many languages. In terms of the positioning concerning the exclusion of minority and majority languages and lingua francas, it is extremely important to bear in mind that all languages should be appreciated and encouraged to use. Having the chance to be able to appreciate and enjoy many languages is not only enriching for everyone, but also allows us to communicate with each other and understand the cultural significance of each language. 

        The Landscape has social value because this establishment is located near a university and surrounded by numerous office buildings. 

(Figure 9) Taken by the authors the 28/02/2025

  Concluding Thoughts

        After doing this project, we can acknowledge several matters. The first one, that we had the opportunity to see in real life, what was taught in the theoretical classes. This way, it is easily understandable the contents explained, since it has been demonstrated in real life. And not only that, but also in our environment, and in a context that is deeply linked with our personal lives. After doing this project, it is impossible not to pay attention to these details as you walk on the street. 

        Due to the extended investigation and knowledge acquired in both this subject and project, now an analysis of the sociocultural situation is possible, not only in the specific space that we did in this project, but in all aspects of our life. The shop we selected included more than one language, as to demonstrate the huge influences of those languages in that specific neighborhood. And we, not only as students or youngsters but also as observers, are capable of seeing and analyzing it, in order to study how it affects society and in language development. Only thanks to that, we will be able to change any potential dangers or difficulties related to what has been explained in this project, such as language dangers, immigrants not being accepted, among others. 

        Furthermore, technologies were used to make this investigation possible, giving them a new opportunity to be useful for the information gathering, in order to understand linguistic landscapes better, in relation with the social connections that we are working with in this city. We made pictures with mobile phones, and created the web and Word document with computers. 

     References

Ajuntament de Lleida. (2014). Reglament per a l’ús de la llengua catalana. Bulletí Oficial de la Província de Lleida. Retrived from https://bop.diputaciolleida.cat

 

Color Meanings. (n. d.). Color Meanings – Discover the Power and Symbolism Behind Every Hue. https://www.color-meanings.com/#blue

 

Glossari de paisatge | Observatori del Paisatge. (n. d.). https://www.catpaisatge.net/en/landscape-resources/landscape-glossary

 

Idescat. Població estrangera a 1 de gener. Per districtes. Lleida. (n. d.). https://www.idescat.cat/poblacioestrangera/?b=10&geo=mun:251207

 

I Servitech Movils Informatica · Carrer Joan Baget, 25003 Lleida, Spain. (n.d.). I Servitech Movils Informatica · Carrer Joan Baget, 25003 Lleida, Spain. https://www.google.es/maps/place/I+Servitech+Movils+Informatica/@41.6159373,0.6103531,2826m/data=!3m2!1e3!4b1!4m6!3m5!1s0x12a6e06b344719eb:0xb64ab738516ca81c!8m2!3d41.6159378!4d0.6206314!16s%2Fg%2F11cmfv_qt_!5m1!1e2?entry=ttu&g_ep=EgoyMDI1MDMxOS4yIKXMDSoASAFQAw%3D%3D

 

Prego-Vázquez, G. i Zas Varela, L. (2018). Paisaje lingüístico: Un recurso TIC-TAC-TEP para el aula. Lingue Linguaggi 25: 277-295

 

Reglament per a l’ús de la llengua catalana | Ajuntament de Lleida | Normativa local | Cercador d’Informació i Documentació Oficials (CIDO) - Diputació de Barcelona. (n. d.). Cercador D’Informació I Documentació Oficials (CIDO) - Diputació de Barcelona. https://cido.diba.cat/normativa_local/1517903/reglament-per-a-lus-de-la-llengua-catalana-ajuntament-de-lleida

Sabaté-Dalmau, M. (2025). English language in context: Unit 1 sociolinguistics. University of Lleida.                 Hand-out_and_Ppt_Unit_1_19_20.pdf