The main argument of this paper is that the Virtual Linguistic Landscape (VLL) of advertising allows the utilisation of persuasion strategies that transcend the traditional separation of named languages to produce the maximum effect on potential customers. The paper challenges the segregational view of language, which assumes that communication…

The starting point for this research is an eTandem initiative between learners of Mandarin Chinese and German. The participants mainly learnt the dominant variety of their target languages (German Standard German, Mainland Chinese Standard Mandarin), however, their tandem partners are speakers of a non-dominant variety (Austrian Standard German,…

This article discusses a relatively under-explored phenomenon that we call Tranßcripting -- writing, designing and digitally generating new scripts with elements from different scriptal and semiotic systems. The data are drawn from examples of such scripts created by multilingual Chinese users in everyday online social interaction. We analyse the…