The English language in advertising discourse in Brazil: the production of in-between places

Abstract

This text analyses advertisements published in Brazilian media which contain as a distinctive feature sentences in English; statements made by readers interviewed to comment on the ads are also analysed. The objectives of the study are: to understand the effects of meaning yielded with the use of statements in English in the ads, and the kind of relation those statements establish with Portuguese; to discuss the possible effects of a mode of enunciation that places in Portuguese in relation with English; and to reflect upon the resulting constitution of specific subject positions in the way this discourse interpellates real individuals.