Translanguaging and online advertising: an analysis of multilingual strategies in contemporary marketing.

In an increasingly globalized and digitalized world, multilingual communication has become a key element in marketing and advertising. This thesis explores the role of translanguaging in online advertising, analysing how brands strategically integrate multiple languages to engage diverse audiences. Translanguaging, defined as the fluid and dynamic use of linguistic resources across different languages, is not merely a spontaneous linguistic phenomenon but a deliberate tool employed by companies to enhance brand identity and consumer engagement. The first chapter of the thesis introduces the concept of translanguaging, outlining its origins, main theories and its role in the panorama of global multilingualism. Subsequently, it explores the relationship between translanguaging and the English language, examining how English, as a global lingua franca, interacts with other languages in everyday communicative practices. The second chapter will then delve deeper into the focus of my research, namely translanguaging in relation to online advertising, with a brief theoretical introduction to the topic, with appropriate citations from authors who have explored the topic in depth. Finally, in the third chapter, data will be presented that concretely demonstrate what is presented in the previous chapter. In particular, I will focus on McDonald's I'm Lovin' It slogan and Nike 's one, the famous Just Do It slogan. By bridging linguistic and cultural barriers, translanguaging emerges as a powerful branding strategy in the contemporary marketing landscape. This thesis contributes to the understanding of multilingual practices in digital advertising, emphasizing their role in shaping consumer perceptions and brand engagement.