Chapter 21. Languages and Global Marketing

  1. Nikolas Coupland
  1. Helen Kelly-Holmes

Published Online: 7 OCT 2010

DOI: 10.1002/9781444324068.ch21

The Handbook of Language and Globalization

The Handbook of Language and Globalization

How to Cite

Kelly-Holmes, H. (2010) Languages and Global Marketing, in The Handbook of Language and Globalization (ed N. Coupland), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444324068.ch21

Publication History

  1. Published Online: 7 OCT 2010
  2. Published Print: 6 AUG 2010

ISBN Information

Print ISBN: 9781405175814

Online ISBN: 9781444324068



  • languages and global marketing;
  • McDonald's - as agents of global linguistic and cultural homogenization;
  • message of campaign - “connection with the customer” - seeking to depict universal images of “how people live”;
  • differentiation and segmentation in global marketing;
  • marketing, “unique selling proposition” (USP) - created for one particular product;
  • language, differentiating a product - becoming part of its USP;
  • linguistic differentiation and linguistic segmentation - competing forces of homogenization and heterogenization;
  • differentiation, involving heteroglossic play, code-switching and mixing and non-standard usages;
  • construction of globalization - through “i’m lovin’ it”;
  • internationalization, main contribution - as economic theory, challenging globalization paradigm


This chapter contains sections titled:

  • Introduction

  • Global Marketing

  • Differentiation and Segmentation in Global Marketing

  • “i' m lovin’ it'

  • Discussion

  • Conclusion

  • References