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Article published In: English World-Wide
Vol. 39:1 (2018) ► pp.60–84

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Advanced Dublin English as audience and referee design in Irish radio advertising

The “initiative” role of advertising in the construction of identity

 | Mary Immaculate College, University of Limerick
Published online: 1 February 2018
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https://doi.org/10.1075/eww.00003.osu
Abstract
This paper examines change in the sociolinguistic landscape of Irish English based on a diachronic corpus of radio advertisements from 1997 and 2007, with a focus on the relatively new accent variety, Advanced Dublin English (AdvD) (. 2013. “Variation and Change in Dublin English” <[URL]> (accessed January 3, 2013).). The quantitative and qualitative analyses are based on Sussex, Roland. 1989. “The Americanisation of Australian English: Prestige Models in the Media”. In Peter Collins, and David Blair, eds. Australian English: The Language of a New Society. Cambridge: Cambridge University Press, 158–170.Google Scholar logo with link to Google Scholar “Action and Comment” framework (which differentiates the advertisement components based on discourse genre) and on . 1984. “Language Style as Audience Design”. Language in Society 131: 145–204. Google Scholar logo with link to Google Scholar audience and referee design framework. AdvD is viewed in the 1997 subcorpus as outgroup referee design where it has an “initiative” role in constructing listener identity. In the 2007 subcorpus, the increased frequency of AdvD suggests that it is evolving to an audience designed style. Stylised representations of this accent can be understood as ingroup referee design, a strategy which facilitates the evolution of this form as audience design. These findings illustrate the initiative role of the media in constructing contemporary cultural identities (Piller, Ingrid. 2001. “Identity Constructions in Multilingual Advertising”. Language in Society 301: 153–186. Google Scholar logo with link to Google Scholar).
Article outline
  • 1.Introduction
  • 2.Variation and change in Irish English
  • 3.Methodology
    • 3.1Structure of the ad: Action and Comment
    • 3.2Audience and referee design
    • 3.3The Irish radio advertising context: Sub-varieties of Irish English – audience or referee design?
    • 3.4Audience and referee design in the radio ad corpus
  • 4.Analysis
    • 4.11997 subcorpus: Quantitative data
    • 4.21997 subcorpus: Advanced Dublin English as outgroup referee design
    • 4.32007 subcorpus: Quantitative data
    • 4.42007 subcorpus: Advanced Dublin English evolving as audience design
    • 4.5Advanced Dublin English as ingroup referee design through stylisation
  • 5.Conclusions
  • Note
  • References
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Hendriks, Berna & Frank van Meurs
2022. Attitudes to regional and standard accents in commercial and non-commercial contexts. Lingua 271 ► pp. 103229 ff. DOI logo

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