What is this source about?
Bhatia, Tej Krishan, and William C. Ritchie. The Handbook of Bilingualism and Multilingualism. Chichester: Wiley-Blackwell, 2013. Print.
In their book, Bhatia and Ritchie focus on two main, opposite views on multilingualism. The first view they mention is the perspective of those antagonistic to multilingualism. These voices contend that multilingualism is an “unsystematic form of behavior” (Bhatia 569). That is, multilingual communication in a regular social setting prompts surprise initially, and is seemed unnatural by observers, especially those who are unable to digest the language. On the other side of the spectrum, in which the authors position their opinions, multilingualism is perceived as an integral part of modern day communication (Bhatia 565). In order to prove the relevance and merit of multilingual communication in today’s society, Bhatia and Ritchie examined advertising and critiques on advertisements. Because companies are able to mix and mold words or phrases in a wide array of languages, multilingual advertisements drives and ignites creativity, which in turn, produces a synergy effect between different languages: the seemingly unrelated languages create a even more natural, persuasive statement to the consumers (Bhatia 570).
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Picture from: http://bilingues.org/
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