Title Viva Young: Applying Multimodal Critical Discourse Analysis to a Bilingual Television Commercial Abstract With the Hispanic

population in the U.S. now estimated at more than 50 million, bilingual ads focused on capturing the Hispanic market are on the rise and offer many affordances for studying multilingualism and multimodality. Previous studies by Martin (2007), Piller (2001, 2003), Sebba (2012) have examined multilingual print ads from a multimodal perspective, drawing on the fields of social semiotics and linguistic landscapes, and OHalloran et al (2011) have conducted an in-depth multimodal critical discourse analysis (MCDA) of a dynamic audiovisual text: HSBC Banks Easy Rider television advertisement. The present paper uses OHalloran et als study (and also Baldry and Thibault, 2006; Machin and Mayr, 2011) as a template for a MCDA which builds on the social semiotic tradition of Halliday (1978) and Kress and van Leeuwen (2001) and applies Bakhtins concepts of heteroglossia and intertextuality and Barthes notions of myth, connotation and provenance. The MCDA model accounts for multimodal phenomena constructed through language and other resources (e.g. images, sound and music) while relating them to high -level critical insights on the social motivations of the text (OHalloran et al, p. 110). This study applies and extends the MCDA model to an analysis of a national 2013 bilingual (English-Spanish) television commercial, Taco Bells Viva Young ad from the Live Ms ad campaign. The use of Spanish in the ad is evaluated from the perspective of ideology and identity in light of Kelly-Holmes (2012) continuum of multilingualism and notion of language fetishism, Hills (1999) study of mock Spanish and Steebys (2004) work on profit -motivated code-switching in advertising. The findings of this study suggest that an analysis of multimodal genres such as television ads that combine multilingual and MCDA offers insights into issues of commodification and authenticity which has broader applications for other multilingual audiovisual texts such as film and music videos. Summary This paper applies and extends OHalloran et als (2011) multimodal critical discourse analysis of a dynamic audiovisual text drawing on Hallidays view of social semiotics, Barthes concept of myth, and Bakhtins notions of heteroglossia and intertextua lity -- to an analysis of Taco Bells bilingual English -Spanish television commercial, Viva Young. Keywords CDA, multimodality, multilingualism