Use Of English For Advertisement In Uae

Published Date: 02 Nov 2017

CONTENT

Table of Contents

Type chapter title (level 1) 1

Type chapter title (level 2) 2

Type chapter title (level 3) 3

Type chapter title (level 1) 4

Type chapter title (level 2) 5

Type chapter title (level 3) 6

Abstract:

English language education has become a vital part of many educational systems in the

world. In the United Arab Emirates (UAE), the official language is Arabic, but with the

diversity of the population, English is used as the language of wider communication.

English is not only used as a lingua franca among the multiple nationalities and ethnic

groups that reside in the UAE, but also proficiency in English is perceived to be

fundamental for any student seeking a prosperous career. Thus, bilingualism has led to

widespread use of English among the young Arab generation who are gradually "losing

their ability to think and produce knowledge in Arabic". Given this widespread use of

English in all areas of communication, this study explored high school students’ use of

and attitudes towards their mother tongue, Arabic, and English. I sought to know how

young Arabs’ acquisition of English affected their use of Arabic and attitudes towards it,

and whether or not the extensive use of English might lead to the loss of the Arabic

language. Arabic speaking students between the ages of 14 and 16 from different

nationalities and cultural backgrounds and from five private international schools in

Dubai and Sharjah where the medium of instruction is English and the Arabic language is

taught as a subject answered a questionnaire about their linguistic practices and

attitudes towards their native language. In addition, 73 of the students’ parents

completed a survey about their awareness of whether the use of English impacts the

maintenance of Arabic and their perceptions of the role of English in the future of their

children. The analysis of the data collected from both these students and parents

indicated that although there was an obvious impact of English on these young Arabs’

use of Arabic, both students and parents were not fully aware of its consequences.

Introduction:

English is a West Germanic Language of England which is now being used in many.

Varieties and accents throughout the world. English has become part of the

Corporate World and Educational Institutions. English Language, composition and

literature are offered as a course of study in School. The percentage of People Speaking

English is being increased day by day. In every aspect of life English has become

important because it’s the easy way to communicate with different nationalities of

people. In U.A.E English has been used in many Industries In which one of them is

Advertising Industry.

Linguistic Background of the UAE

The United Arab Emirates has a diverse cultural and multilingual society. Its

official language is Arabic (MSA), which is not used for everyday interactions but is

used in academic contexts, such as reading, writing, and formal spoken situations.

Arabic is a highly prestigious language because it is associated with the sacred book,

the Holy Quran. As a rich language, Arabic has played a significant role in uniting

Arabic-speaking people.

As foreign workers constitute about 90 per cent of the workforce of the UAE, English is

used as the country's acrolectal lingua franca. In order to discover what effect this

community of multilingual speakers is having on the lexicogrammar of English, a million-

word corpus of examples of formal, written English as a lingua franca (ELF) was

compiled, and was compared with data from the Longman Spoken and Written English

Corpus. The results suggest that the patterns of use of non-finite complement clauses

and of transitive and intransitive verbs, in particular, are beginning to change and that

the changes are systematic. Where a choice of patterns exists, ELF usage appears to be

converging on the dominant pattern

THE ENGLISH LANGUAGE IN

INTERNATIONAL ADVERTISING

As markets continue to expand, businesses have to communicate with

a growing number of national and international stakeholders. One of the largest stakeholder

groups are consumers. In their communication with consumers, advertising is

an important tool for businesses, whether it is for announcing product launches, price

promotions, or product availability.

When advertising in different countries, businesses face a strategic choice

between standardization or adaptation of their advertisements. The topic

of standardization versus adaptation has received wide research attention

in the field of international business communication (e.g., Leininger, 1997)

and international advertising (e.g., Agrawal, 1995; Zou, 2005). When it

comes to advertising, the debate has centered on the question as to whether

the same advertisement can be used in different countries or whether it

should be adapted to each of the different countries where it is used.

English in Standardized International Advertising

ARAB AND SOCIAL MEDIA

Do not think of the Arabic language as the only native language of the MENA region

or GCC; there are several other languages spoken as a "first language" in this area.

Regardless of recent history and culture behavior, the Arabic language is still key to

success in these markets.

With the major impact and booming growth of regional social media, Arabic digital

marketing is bursting on the scene of this marketplace right now. Your marketing

message or campaign must be shaped by current social ideas and the social language. It

is very important to "get close" to your target audience in meaningful ways that they

can relate to.

Branding and trending topics will always be speaking the native regional language in

order to grab Arabic users' attention and to achieve major impact for your content and

marketing. As an example, the Dubai Government selected Arabic names for their major

companies and landmarks in order to firmly establish an Arabic identity and message.

Examples include "Istithmar, Tamweel and Burj Khalifa". This makes the importance of

non-English content very clear.

The Arabic language is closely intertwined with Arabic culture, roots and religion,

while the English language is related to the global business markets, education and

technology in the MENA region. The combination of both languages can be done

effectively in different ways if you are using the right transportation.

Agency. Many companies targeting UAE markets depend only on their Advertising

agency's creativity or copywriting efforts, and they are missing a critical part of the

process to "complete the circle." Localization should be part of this process to achieve

suitable positioning in this rapidly growing market. Many companies still imagine that

localization is just a "late stage", additional effort; this is why you find much of online

marketing content is initially focused on English and eventually localized into Arabic.

English language threatens Arabic!

Dubai: English is taking over the world, says English teacher Patricia Ryan Abu Wardeh.

And its status as a global language comes at the expense of other languages, she

argues.After 30 years of teaching her native language in the Gulf, Abu Wardeh has come

to the conclusion that while English is an important language, its status as a global

language is overshadowing other languages, including Arabic.

CONCLUSION

The predominance of the English language in international business

communication raises a number of questions, such as to what extent the use of English

is an effective choice—that is, how well it is received by

consumers. a more thorough analysis of English as a tool of persuasion in bilingual

advertising in the cultures where English is either a second or a foreign language, given

that in this study communication theories,