These films are thus viewed as a legitimate space, albeit fictional and mediatized, for the application of a linguistic landscape perspective. Chinese martial arts films, often described as highly masculine and dominated by male heroes and male characters, are a rich site for the analysis of the social construction of gender and sexuality, particularly in the way they portray an idealized male dominance through Confucian ideologies. This chapter outlines the benefits of a linguistic landscape studies approach for the broader study of language and sexuality. It, therefore, confirms the widely held idea that English has become a key component of product marketing. Our qualitative analysis of contemporary Croatian chocolate labels in terms of language content relationship and visual arrangement, presented in the second part, indicates a strong English influence on shaping the Croatian LL in the realm of food labelling.
Our quantitative examination of chocolate labels from the 1960s until 2010, presented in the first part of the paper, suggests that the Croatian LL has indeed embraced English (and other languages to some extent) and shifted from primarily mon-olingual to multilingual practice.
The aim of this paper is to explore the multilingual discourse on Croatian food labels with a special focus on the advent of words and expressions from the English language. LL is made up of both large-scale entities such as billboards, and smaller everyday items such as leaflets, posters, and food labels. Its dual function, informational and symbolic, provides fertile ground for research into multilingualism, a phenomenon prevalent in today's society. From šećerna tabla to čoCROlada: A study of multilingual discourse on Croatian food labels The study of linguistic landscape (LL) encompasses the language of public signs, commercial billboards, and other forms of written texts displayed in public (mostly urban) spaces of a particular geographical location.
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