Indexing modernity: English and branding in the linguistic landscape of Addis Ababa

In this article we address the issue of language and globalization by focusing on the use of international brand names and English in the linguistic landscape of Addis Ababa, Ethiopia. Ethiopia has been at the margins of the world economy; however, in the past decade Addis Ababa has witnessed a promising emerging economy, with many new international corporations investing in the country. The linguistic landscape is increasingly marked by the use...