T/V pronouns in global communication practices: The case of IKEA catalogues across linguacultures

In this paper we investigate how the second person pronominal T-form is translated in IKEA catalogues in a number of different languages. IKEA is renowned for using the T-form as a form of branding: it promotes this form even in those countries where it might not be perceived favourably. However, our examination of a sample of IKEA catalogues shows that there are frequent deviations from IKEA's T-policy. By examining translations of the T-form in IKEA catalogues, and language users' evaluations of the (in)appropriacy of these translations, we aim to integrate T/V pronominal research into the pragmatics of translation, by demonstrating that the study of the translation of seemingly ‘simple’ expressions, such as second person pronominal forms, can provide insight into an array of cross-cultural pragmatic differences. The study of translation in global communication is also relevant for research on the pragmatics of globalisation.