現代社會講究行銷,行銷無所不在,語言行銷就是把語言當作產品,透過行銷策略進行語言推廣。語言行銷是近來在語言復振國際文獻中,相當受到矚目的方法,有越來越多的弱勢族群採用行銷觀念進行語言推廣,如加泰羅尼亞語、毛利語、夏威夷語、威爾斯語等。臺灣的弱勢語言正面臨語言滅絕的威脅,應當積極進行瀕危語言的復振工作。語言行銷就是一個可以考慮的語言復振方法。不過,臺灣的語言行銷主要是以推展英語為主,到目前為止,還少有運用語言行銷推展弱勢語言的例子。本文嘗試將語言行銷引進臺灣弱勢語言復振運動,除了從語言復振與語言規劃的角度,討論相關的語言行銷理論以及國際上弱勢語言行銷的經驗,還討論語言行銷對臺灣原住民族語復振的啟示。
Marketing is very popular in modern society. It is used nearly everywhere. Language marketing treats language as a product that can be promoted through promotion strategies. As the international literature on language revitalization shows language marketing method is becoming more and more popular among language minorities, such as Catalan, Maori, Hawaiian and Welsh. As Taiwan's minority languages are in danger of extinction, efforts should be made to revitalize these endangered languages. Language marketing is one of the methods that can be used to help revitalize endangered languages. In Taiwan, English is the most popular, if not the only, target of language marketing. To date, few minority language promotion uses language marketing method. This paper attempts to provide the theoretical base of language marketing and some examples of language marketing in international literature, the implications of language marketing for aboriginal language revitalization are also discussed.