The use of the linguistic landscape in the ESP classroom. A didactic framework

Abstract The Use of the Linguistic Landscape in the Esp Classroom: A Didactic Framework Since the definition of the Linguistic Landscape by Landry and Bourhis in 1997, a remarkable number of studies have been carried out on the presence and visibility of languages in urban spaces worldwide. English, in particular, thanks to its role as a lingua franca, is a constant presence in the Linguistic Landscape of cities both in governmental, top-down city signs and in bottom-up signs. Particularly in commercial, bottom-up signs English often displays a clearly symbolic function, intimately connected with internationalization and prestige. As a number of authors have stressed (Cenoz and Gorter 2008; Sayer 2010; Shu-Chao Liu 2011; Chern and Dooley 2014), the occurrences of English in the Linguistic Landscape can be fruitfully employed in the English classroom, both in primary and secondary school and even at the university level. The aim of the present contribution is to explore how English signs and notices in the urban Linguistic Landscape can be used as teaching material in ESP university courses aimed in particular at marketing and business students. An analysis of instances of English in the urban Linguistic Landscape can enhance students’ recognition and understanding of English vocabulary, registers and word-formation processes. These various registers and processes can turn out to be crucial linguistic features that can help students to interpret and clarify specialized neologisms and marketing expressions.