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At the present time communication and traffic are growing, and globalisation has linked the world more closely together. The world becomes smaller and smaller every day; technology is constantly updated, business contacts and information sharing speed is also accelerating. This project investigates English as an international language and evaluates its effect on international business and marketing. This project aims to identify the advantages and disadvantages of English as a global language with specific reference to marketing. Firstly, this project will critically appraise the importance of language to culture. The project will then go to investigate the present position of English as an international language in marketing, followed by a critical appraisal of the advantages and disadvantages of English international language in marketing.
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Chapter 1: Introduction
The English language is used as a global international language. I chose to do a literature based survey on English as an international language because I am interested in this. According to Crystal (2003) there are 320-380 million people whose first language is English, 300-500 million people whose second language is English and a number of about 500-1000 million people who recognize the importance of English as an international language.
The history of English language began over 1500 years ago. In 1066, the Normans conquered the English. French became the language of the rich and powerful, but the poor primarily spoke English. In the 14th century, the British used many words from French or Latin, and much of the vocabulary no longer exists. However, as Britain began to be more powerful and build up an empire, from the about the end of the 17th century, the English language became more important.
English has become a world language because of its establishment as a mother tongue outside England …Above all, it is the great growth of population in the United States …that has given English its present standing in the world. (Soars, 1986:52)
This project investigates English as an international language and evaluates its effect on international business and marketing. This research aims to identify the advantages and disadvantages of English as a global language with specific reference to marketing. Firstly, this project will critically appraise the importance of language to culture. The project will then go to investigate the present position of English as an international language in marketing, followed by a critical appraisal of the advantages and disadvantages of English international language in marketing.
Chapter 2: Literature review
There are many people speak English now. And David Crystalï¼ˆ2003ï¼‰ said that there are 320-380 million people refers to the traditional bases of English, where it is the primary language: It includes the USA, UK, Ireland, Canada, Australia, and New Zealand. There are 300-500 million is the second language. And there are 500-1000 million people recognize the importance of English as an international language. Why is English an international language? It is from a book with “English as a world language” said that English has become a world language because of its establishment as a mother tongue outside England, in all the continents of the world. This exporting of English began in the seventeenth century, with the first settlements in North America. Above all, it is the great growth of population in the United States, assisted by massive immigration in the nineteenth and twentieth centuries that has given the English language its present standing in the world. And Crystal support that there are seen kinds of answer given to the question: historical reasons, internal political reasons, external economic reasons, practical reasons, intellectual reasons, entertainment reasons, and some wrong reasons.
Why English language is a branding? According to Maggie St. John (1992) said that the most basic concept underling marking is that of human needs and marketing has become a key factor in the success of western businesses. Because English language include this points, so English language is a branding.
Chapter 3: Methodology
I chose to do a literature based survey on English as an international language because I am interested in this. It was therefore necessary to get more information about this topic. I used books and relevant e-journals from the JMU library and got help from my tutor.
The objective of this research question is to evaluate the effect of English as an international language on international business and marketing and then to identify the advantages and disadvantages for business and marketing. Hopefully this research will be useful research because there are many people studying English and they do not really know why; they just know they need to study to find a good job. This research will perhaps make people see more clearly why they need to learn English, not just to look for a job.
In order to make this information valid and reliable, I will make a questionnaire and send it to 20 or more people learning English; 10 come from China and 10 come from the other people whose first language is not English. The questionnaire sheet will sent by e-mail to my friends. If I had more time it would be possible to do a much bigger, more representative survey.
Chapter 4: Analysis and findings
4.1 To critically appraise the importance of language to culture.
As Lotman states, (cited Bassnett, 1991) No language can exist unless it is steeped in the context of culture; and no culture can exist which does not have at its centre the structure of natural language
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Language, then, is the heart within the body of culture, and it is the interaction between the two that results in the continuation of life-energy. In the same way that the surgeon, operating on the heart, cannot neglect the body that surrounds it, so the translator treats the text in isolation from the culture at his peril. (Bassnett, 1991:14)
4.2 To investigate the present position of English as an International Language in marketing.
Nowadays, the present position of English as an International Language occupies a high position in marketing. What is marketing? Today market is the commodity economy, the carrier or the actual running performance.Â The more developed commodity economy, the market scope and capacity of the more expanded.Â The there markets are interrelated meanings. Firstly, there is the sum of commodity producers and consumers of goods of economic relations between the convergences. Second, there is a demand for purchasing power; third is the reality of customers and potential customers. With the development of market economy, all kinds of markets are in development.Â With the social interaction, the market is not necessarily true sites and locations.Â Social division of labor and commodity market is the inevitable product of economic development.Â Meanwhile, the market in its development and strengthening of the process, but also promotes the social division of labor and the further development of commodity economy.Â Market through information feedback, a direct impact on people what is produced, the production number, and time to market, product sales, etc.; join the process of economic development, commodity production, supply, marketing parties, for the production, supply, marketing parties exchange place, exchangeÂ time and other exchange, in order to achieve commodity producers, operators and consumers to their own economic interests. (John, 1992). So accomplish a great deal of English education market. Primary and secondary students to learn English before they can enter university; students pass exams in English, they can not get places; As for the serving staff, English is a compulsory subject title examinations, title means more money, sub-house; those who want to study abroad, noÂ a certain TOEFL, IELTS (English assessment test), you can not apply for a scholarship; want foreign companies have gained a seat, not English to work hard to find, even if found, but also the lack of promotion opportunities. The huge demand to learn from the huge crowd, rough statistics, the number of people learning English, just the middle and high school students, has nearly 190 million. According to the Chinese Ministry of Education Statistics 2005, the national junior high school students have 65144000, in the national senior high school students to reach 3990.09 million. ï¼ˆDiyazhaoï¼‰
4.3 To critically appraise the advantages and disadvantages of English Language in marketing.
We all know there are many advantages of learning English, The usefulness of English far more than meet the test and get a degree that simple. While the United Nations has six official languages, although Chinese is the world’s most widely spoken language, but now, the world’s most widely used language is English.Â China’s largest population, China wants to develop to isolation from the world, to get the world to gain a foothold in the world to seek their own way, will not be the most widely used language that how about other areas?Â On second thoughts, we as individuals want to break a world in the world, confined to the domestic is not enough, although the history of closed-door policy has become in the past, but it always warned us to learn foreign advanced science andÂ technology to develop their own to improve their own!Â However, if the language does not pass even the most basic communication can not do, how can we talk about learning and development? But few people would think of a disadvantage.Â Because people want to learn English, they all feel is a good thing, but people often do not think learning English will let another language extinction.Â The people of the world only know 2 languages come from china: Cantonese and Mandarin.Â But China has more than the 2 languages.Â For example: Hakka.Â I am from China, I am also a Hakka, but since I live in a big city in the city led me to only speak Cantonese and Mandarin. But I spoke Hakka when I was small.Â However, due to speak Cantonese and Mandarin for a long time resulted in the Hakka dialect pronunciation of my non-standard, and sometimes my family does not understand what I said when I use Hakka.Â If this continues, the Hakka may be extinct.Â This is just an example.
Chapter 5: Conclusion
In this research, it enhanced English as a global language, It seems to capture the other indices between the world’s languages, roughly on the number of economic factors or the basis of mother tongue, do not convey the relative relationship between things. The awareness of the importance of language learning is point of departure. Taking into account economic factors has been discussed, including severe language products and open world trade index. Taking into account the human development are index of different countries. It combines education with literacy and the quality of life measures were generated. At least it is not some standard, but far ahead of all other languages, including Chinese.
Chapter 6: Recommendations
According to my research, this research shows why English as an international language. From this research, we should: firstly, we should know why we learn English. Because if you do not have an objective, and you cannot learn English very well. Finally, you need to know why English as an international language, not your mother language, it will let you know how different from English with your language that you can learn English harder.
Chapter 7: Self Evaluation
First four weeks
This is the first time I have ever done research and I had little confidence, so initially I had trouble finding a topic or expressing a particular idea. I started to get some ideas from the internet. Luckily, I found an idea about English language as an international language from the internet. Although I had an idea, I did not know what I could do next. Then I talked with my teacher and she helped me to finish the research proposal. When I finished the proposal, I did not know how to research the information from books or websites, because there is so much information for me to choose from, I did not know which one is best for my research. Due to having classes taught about how to take notes and avoid plagiarism, I know now how to do these things and I am learning how to look for information.
Midway through this research I had many problems. Firstly, I had toothache and I could not focus on my research and missed some classes, sometime I got so lost that I did not know what I can do next. I also found some books from library, but I did not know how to connect them with my research. Luckily, my tutor has told me how to connect them. I think my classmates are faster than me, so I need to catch up with them
This is the final research, from this research; I learned how to write a full research and how to write references. And I knew there have a software can check you essay is copy or not that I very worried about this software. Then I checked my work again and again. Because I have an essay is for business that I have a lot of work to do. So sometime felt tired. However, I am a student, learning is student task.
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