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This is the first book-lengthstudyof identity constructions in relation to Englishas a contact languagein advertising of non-English-speaking countries through a critical and interpretive lens. Instead of simplypresuming theroleof theEnglish language may have in constructing identities within the multimodal advertisement, this book aims to explore ethnographically the ideological underpinnings of identity constructions in the context of local politics of English. It studies the varying degrees of thecontribution of theEnglish language and its possible roles in bilingual advertising, unravels the ideological dimensions of the language as well as identity and explains the sociocultural forms and meanings of identity. To this end, it develops a new critical-cognitive approach, bringing together recent advances in English as a global language, critical sociolinguistics, multilingual studies and multimodal discourse analysis. By delving into the cognitive process of identity constructions, it provides an evidence-based account of the roles of English, and itillustrates the interconnections betweenidentities and local politics of English. This interdisciplinary book will be of interest to scholars and students in bilingualism, multilingualism, discourse analysis, English as a global language, multimodality, advertising and marketing.

English language --- Language and languages in advertising. --- Identity (Psychology) --- Social aspects

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English language --- Second language acquisition --- Linguistic informants --- Study and teaching --- Social aspects