ABSTRACT
This chapter outlines the critical-cognitive approach as a solution to the descriptive and analytical challenges for examining identity constructions in bilingual advertising. For the analytical purposes to delve into the ideological dimension of identity, within the methodological paradigm of CDA brings together Fairclough’s (1992) approach of intertextuality and the notions or theories in cognitive linguistics of frames, mental spaces, and conceptual blending. This approach is believed to be able to delve into the metadiscourse accompanying English usage and its connection to identity constructions and validation by clarifying and articulating conceptual elements prompted by English words, systematically describing the cognitive processing of identity constructions related to English-prompted conceptual elements, and explicitly exploring the role English plays in multimodal ads, making it possible to interpret and explain the correlation between the local politics of English and ideologically governed constructions of identity.
