ABSTRACT
Although the findings of the studies discussed thus far in the second part have illuminated how localising Western consumer packaged goods (CPG) brands may or may not be effective in Asian markets under different situations, these studies have assumed that packaging elements would fall exclusively into one of three dimensions: informational, graphic or structural. However, a packaging element may overlap multiple dimensions. This chapter draws on the sociolinguistic perspective of associations between a language and social attributes to demonstrate how a vehicular language may be an effective graphic packaging element, as well as an informational one, for Western CPG brands in Asia. It also sheds light regarding the circumstances under which language operates as an informational or a graphic cue.
