Standard Southern British English as referee design in Irish radio advertising

Abstract

The exploitation of external as opposed to local language varieties in advertising can be associated with a history of colonization, the external variety being viewed as superior to the local (Bell 1991: 145). Although “Standard English” in terms of accent was never an exonormative model for speakers in Ireland (Hickey 2012), nevertheless Ireland’s history of colonization by Britain, together with the geographical proximity and close socio-political and sociocultural connections of the two countries makes the Irish context an interesting one in which to examine this phenomenon. This study looks at how and to what extent standard British Received Pronunciation (RP), now termed Standard Southern British English (SSBE) (see Hughes et al. 2012) as opposed to Irish English varieties is exploited in radio advertising in Ireland. The study is based on a quantitative and qualitative analysis of a corpus of ads broadcast on an Irish radio station in the years 1977, 1987, 1997 and 2007. The use of SSBE in the ads is examined in terms of referee design (Bell 1984) which has been found to be a useful concept in explaining variety choice in the advertising context and in “taking the ideological temperature” of society (Vestergaard and Schroder 1985: 121). The analysis is based on Sussex’s (1989) advertisement components of Action and Comment, which relate to the genre of the discourse.