Publications

Publication details [#53346]

Bres, Julia de. 2010. Promoting a minority language to majority language speakers: television advertising about the Mori language targeting non-Mori New Zealanders. Journal of Multilingual and Multicultural Development 31 (6) : 515–529.

Publication type

Article in journal

Publication language

English

Keywords

audience | language attitude | majority language | minority language | television ad

Language as a subject

English, New Zealand | Maori

Place, Publisher

Routledge

Journal WWW

www.multilingual-matters.com/multi/onlinej.asp

Annotation

This study evaluates the potential efficiency of deploying minority language promotion materials in television ads as a way of planning for the tolerability of the minority Maori language among majority language speakers in New Zealand.