Multilingual dessert in lleida

 

 

 

 

 

MULTILINGUAL DESSERT IN LLEIDA 

Andrea Sanchez Espin & Núria Besirovic Llusià

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Subject: English Language in Context

English studies

Lecturer: Maria Sabaté-Dalmau

 

 Index

INTRODUCTION

CONTEXTUALISATION

METHODOLOGY

RESULTS AND DISCUSSION

CONCLUDING THOUGHTS

REFERENCES AND WEBSOURCES

 

 

INTRODUCTION

Our linguistic landscape token is an advertisement titled “It’s Sweet O’Clock.” This sign is multilingual, featuring both English and Spanish, with English as the main language and Spanish as the secondary language. The sign uses the Roman alphabet and belongs to the hospitality domain, specifically promoting desserts. It is displayed on a printed menu poster, making it a commercial type of sign. Since it was created by a private business rather than a governmental institution, it is classified as bottom-up production and represents a bilingual linguistic strategy.

This advertisement is an example of how businesses in Lleida incorporate English into their branding. The phrase “It’s Sweet O’Clock” is not a direct translation of the Spanish text ”¿Y tú, tienes hueco para el postre?” (which translates to “And you, do you have room for dessert?”). Instead, English is used to create an appealing and trendy image, suggesting that the use of English in commercial signage in Lleida serves a symbolic rather than a functional role.

This advertisement is bottom-up, meaning it was created by a private business rather than an official institution. It serves a commercial purpose in the hospitality industry, aiming to attract customers by using English in a bilingual setting.

 

CONTEXTUALISATION

Our linguistic landscape token is located at Avinguda Alcalde Rovira Roure, 195, in Lleida, Catalonia, Spain. This neighborhood is part of a growing urban environment that blends commercial expansion with social challenges. As of January 1, 2022, Lleida had a population of 140,403 people, highlighting its status as a mid-sized Catalan city with a diverse and dynamic community.

The economic landscape of Lleida has been evolving, with 688 new businesses opening in 2023, while 122 closed, indicating overall economic growth. The most active sectors include technology, services, commerce, and industry, all of which contribute to the city’s modernization and increasing interaction with global markets. The presence of English in commercial advertisements, such as this one, aligns with the economic expansion, as businesses aim to attract both local and international customers.

However, the city also faces social challenges. The number of homeless individuals increased from 150 in 2023 to 204 in 2024, reflecting economic disparities alongside commercial growth. This contrast raises questions about how urban development, globalization, and social issues coexist in Lleida’s evolving landscape.

The advertisement is placed in an interior setting with wooden walls and old-fashioned decorations that complement the framed ad’s vintage-inspired aesthetic. The presence of historical elements, such as framed pictures and antique objects, suggests a strong appreciation for tradition and nostalgia. This context enhances the effectiveness of the English-language advertisement, as it blends modern branding strategies with a setting that appeals to both local cultural identity and global influences.

 

METHODOLOGY

 To analyze this linguistic landscape (LL) token, we conducted field observations by examining its placement, visibility, and interaction with other signs in its environment. We focused on how the sign fits into the broader commercial and linguistic landscape of Lleida and how it contributes to the growing presence of English in public spaces.

We also compared this advertisement with other restaurant signs in Lleida, analyzing how frequently English appears in commercial signage and in what contexts. This helped us determine whether English is used mainly for communication or if it serves a more symbolic, marketing-driven function.

Additionally, we reviewed academic studies on linguistic landscapes and the symbolic role of English in non-English-speaking countries. These studies provided theoretical support for our analysis, helping us understand whether the increasing use of English in commercial settings represents a globalization trend, a prestige marker, or a shift in language practices in Lleida.

Our methodology combines direct observation, comparative analysis, and academic research to provide a comprehensive understanding of how this LL token reflects commercial multilingualism and linguistic identity in Lleida.

 

 

 

 

 

 

RESULTS AND DISCUSSION

The advertisement “It’s Sweet O’Clock” reflects different linguistic and cultural values in its commercial use of English. While it primarily serves a productive function by attracting customers, it also carries aesthetic and identity-related elements. The use of English gives the brand an international and modern appeal, suggesting that English is associated with trendiness and global reach in Lleida’s commercial sector.

This advertisement contributes to Lleida’s linguistic mosaic, where multilingualism plays a key role in shaping the city’s public and commercial spaces. It raises questions about whether this increasing presence of English represents linguistic hierarchy or linguistic diversity. Is English being used as a dominant commercial language, or is it simply one more element in a multilingual marketing strategy?

Additionally, the presence of English in an area with a rich Catalan-Spanish bilingual tradition could be seen as a reflection of broader societal changes. It highlights solidarity among languages, but it also points to potential tensions between local linguistic identity and global commercial influences.

The use of English alongside Spanish in this ad is primarily profit-oriented. By incorporating English, businesses in Lleida align themselves with global marketing trends, making their brands appear more cosmopolitan and appealing to a broader audience, including tourists and international customers.

Moreover, the choice of English reflects a constructed commercial identity, where language is used strategically to create an image rather than for practical communication. Unlike in purely functional multilingualism—where different languages are used to ensure comprehension—here, English is being used symbolically to enhance the restaurant’s branding.

Overall, this advertisement demonstrates how commercial multilingualism in Lleida is shaped by economic motives, aesthetic considerations, and the evolving linguistic landscape of the city.

 

CONCLUDING THOUGHTS

Linguistic landscapes (LL) serve as a powerful pedagogical tool for learning about sociolinguistics in real-world contexts. By analyzing public signage, we gain insights into how languages interact, compete, and reflect social, economic, and political dynamics.

Engaging with LL through TKA (Text-Knowledge-Action) and TEP (Text-Experience-Praxis) allows students and researchers to actively participate in socially engaged citizenship ethnography. Observing, documenting, and analyzing linguistic landscapes fosters critical awareness of language policies, globalization, and identity formation.

In the case of the “It’s Sweet O’Clock” advertisement, we see how English is shaping commercial communication in Lleida. This raises key questions about language choices, audience targeting, and the balance between global influence and local linguistic identity.

Ultimately, linguistic landscaping is not just about language—it is about understanding social change, cultural shifts, and economic strategies in an increasingly interconnected world. It provides a hands-on approach to studying how language operates in public spaces and equips us with the tools to interpret, question, and engage with the evolving linguistic realities of our cities.

 

REFERENCES

• Backhaus, P. (2007). Linguistic landscapes: A comparative study of urban multilingualism in Tokyo. Multilingual Matters.

• Gorter, D. (Ed.). (2006). Linguistic landscape: A new approach to multilingualism. Multilingual Matters.

• Google. (2024). Avinguda Alcalde Rovira Roure, 195, Lleida, Catalonia, Spain [Map]. Google Maps. Retrieved March 23, 2025, from https://www.google.com/maps

• Landry, R., & Bourhis, R. Y. (1997). Linguistic landscape and ethnolinguistic vitality: An empirical study. Journal of Language and Social Psychology, 16(1), 23–49. https://doi.org/10.1177/0261927X970161002

• Pennycook, A., & Otsuji, E. (2015). Metrolingualism: Language in the city. Routledge.

• Sebba, M. (2012). Multilingualism in written discourse: An approach to the analysis of multilingual texts. International Journal of Bilingualism, 17(1), 97–118. https://doi.org/10.1177/1367006912438301

• Shohamy, E., Ben-Rafael, E., & Barni, M. (Eds.). (2010). Linguistic landscape in the city. Multilingual Matters.