“Nordic Cool” and writing system mimicry in global linguistic landscapes

This study explores how Nordic orthographic features are capitalised on in international marketing to elevate the images of various brands. Nordic words and graphemes can be used to evoke positive associations that the consumer may have relating to the region (e.g. associations of ‘nature’, ‘simplicity’, or even ‘luxury’), or simply to index foreigness, globalism, or exclusivity (Jaworski, 2015a).
Source: Lingua - Category: Speech-Language Pathology Source Type: research