The issue of language management in international advertising and media often focuses on the debate between two strategies, standardization and adaptation (Bhatia2019) (Martin 2006). Another concern lies in the language choice, between English -the obvious lingua franca, or the local community languages. In practice, the strategies adopted by global organizations may not be as clear-cut as in the case of maimai, a rhythm game made in Japan and also published in the Asia Pacific region. The game raises the question of how a game that is already bilingual in its domestic market can be exported overseas and how English as a lingua franca is conducted in advertising in the Outer and Expanding Circle (Kachru 1985). This essay will provide background information on maimai, analyze its language management strategies in international advertising, and offer recommendations.
Working Process
The first step is choosing a general topic, then the topic chosen should reflect the impact of language on business performance and students need to find a relevant and concrete example.
Example essay topics are as follows:
- Why language is both a barrier and an asset for international organisations.
- Employees' and future employees' choices and strategies in terms of language.
- Language diversity influences the formation of cross-cultural communities in international organisations.
- LPP from governments to corporate language policies: similarities and differences.
- Marketing and advertisement language issues.
- Beyond the language: cultural and individual factors in global organisations.
The report should be written in an essay format and the introduction defines the topic and the structure of the essay and sets the context for the argument.
The body of the essay should set out an argument describing how language impacts business performance: compare and contrast what is stated in the literature and challenge it with students' research and perspectives.
