Conversely to plenty of studies describing how L1 transfer affects L2 systems, where the two grammars, L1/L2, often only come to interact later in life, less is known of dominant language transfer in heritage language grammars. Unlike in L2 speakers, the dominant language of the heritage speaker potentially affects its weaker language already from…

This article explores attitudes and response to language selection in advertising targeting Italian bilinguals who belong to a defined speech community. The research builds upon (i) research on multilingual advertising by investigating its attitudinal correlates, and (ii) studies on advertising to bilinguals through the verification of the…