“An ‘air’ of internationalism” en la publicidad portuguesa y española: El análisis de los anglicismos en los discursos publicitarios de dos compañías aéreas
“An ‘Air’ of Internationalism” in Portuguese and Spanish Publicity: Analysis of Anglicisms in the Advertising Discourse of Two Airline Companies

Summary/Abstract: The language contact between English and the main languages of the Iberian Peninsula—Portuguese and Spanish—has taken shape in similar ways, yet distinct rhythms. What roles do loan words and other borrowings from English play in publicity discourse in Portugal and Spain in the age of social media? Has English achieved the same role and levels of usage in online advertising in the Travel and Tourism industry in these two countries? To answer these questions, we survey and analyze a bilingual corpus of the Facebook advertising discourse of TAP Air Portugal and Air Europa in two abbreviated case studies. Our findings suggest a notable infiltration of American language and culture in their texts, including the use of anglicisms in new and conventional ways. The English voice has become an intrinsic part of both Portuguese and Spanish publicity discourse, but its role continues to expand and evolve in a way specific to each language and culture.

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