English in the Ecuadorian commercial context

Abstract

This paper presents a study completed in Quito, Ecuador's capital, in 2002. It investigates the attitudinal perceptions toward English in advertising in this context, as well as the actual distribution of English in magazine ads and commercial names of business establishments. The findings are the result of four data collection procedures: first, a questionnaire administered to advertising experts; second, an analysis of business names in ten shopping centers; third, an analysis of advertisements in Ecuadorian magazines; and fourth, an interview survey with the same group of advertising experts. The results are analyzed both quantitatively and qualitatively, with the aim to provide an attitudinal sociolinguistic profile of English in Ecuador from a descriptive, comparative and critical perspective. Adopting the socioeconomic framework presented by Bourdieu (1991), English is found to represent commercial capital. Moreover, English is shown to be highly stratified according to socioeconomic strata, and to function as a segmentizer and a gatekeeper on the Ecuadorian market. Thus, if English is to succeed in functioning as empowerment (cf. Friedrich, 2001) among the disadvantaged in Ecuador in the future, affirmative action is needed, especially within the educational sector.