ABSTRACT
In this chapter CDA is proposed as the theoretical and methodological framework for investigating ideological dimensions of identity in bilingual advertising. With the highlighting of the inherent deficiency CDA as an approach has in the achievement of its interpretative purposes, a detailed discussion is offered of the analytical challenges with reference to the meaning potential of English when used in advertising, the multimodal quality of advertisements and the notion of “third space” (Bhabha, 1994), thereby suggesting the incorporation of a cognitive linguistic perspective research into a critical study of identity constructions in bilingual advertising. The proposal is enriched, and strengthened, through a further discussion over this bilingual practice as a rational act of conceptual manipulation. The chapter ends with a brief discussion regarding the compatibilities between CDA and cognitive linguistics.
