ENGLISH

Advertising as Multilingual Communication

By Helen Kelly-Holmes (auth.)

Book information

Publisher
Palgrave Macmillan UK
Year
2005
ISBN
978-0-230-21706-5, 978-0-230-50301-4
DOI
10.1007/978-0-230-50301-4
Language
english
Format
PDF
Filesize
813 kB (832803 bytes)
Edition
1
Pages
XIV, 206\221
Time added
2016-03-14 21:35:01
Marketing; Corporate Communication/Public Relation

Description

Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

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