English as an identity marker in Bangladeshi TV commercials

Abstract

This paper analyzes the use of English in Bangladeshi commercials from a sociocultural perspective. A semiotic approach describes these multimodal commercials. An identity-construction approach provides a sociolinguistic understanding of them. The results are categorized into three types: monolingual, bilingual, and English loanword-translation commercials. This study confirms that, in the Bangladeshi context, the presence and positive connotations of English and Western culture increase the social and cultural value of the advertised product, engendering satisfaction and symbolic pleasure in consumers. These commercials prove that English is used to reconstruct and recontextualize the Bangla language and Bangla sense of identity on the basis of linguistic, semantic, and contextual references that exemplify metrolingualism. Thus, this paper contributes to the ongoing study of the role played by commercials in promoting the intersection between metrolingualism and the construction of local, national, and global identities within the methodological and theoretical framework of Cultural Linguistics.