Advertising as multilingual communication /
Kelly-Holmes, Helen, 1968-
Advertising as multilingual communication / Helen Kelly-Holmes. - xiv, 206 pages ; 23 cm
Includes bibliographical references (pages 193-202) and index.
Defining multilingualism in a market context -- Foreign languages in advertising discourse -- The special case of English -- Minority languages, accents and dialects in advertising -- Multilingual advertising in a pan-national media context -- Creating 'multilingual' texts : combating multilingualism. 1. 2. 3. 4. 5. 6.
"Advertising has traditionally communicated messages with strong local and national identities to consumers. Increasingly, though, 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."--Publisher description.
1403917256 9781403917256
2004054891
Advertising.
Multilingualism--Economic aspects
Multiculturalism--Economic aspects
Intercultural communication.
HF5823 / .K346 2005
659.1042
Advertising as multilingual communication / Helen Kelly-Holmes. - xiv, 206 pages ; 23 cm
Includes bibliographical references (pages 193-202) and index.
Defining multilingualism in a market context -- Foreign languages in advertising discourse -- The special case of English -- Minority languages, accents and dialects in advertising -- Multilingual advertising in a pan-national media context -- Creating 'multilingual' texts : combating multilingualism. 1. 2. 3. 4. 5. 6.
"Advertising has traditionally communicated messages with strong local and national identities to consumers. Increasingly, though, 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."--Publisher description.
1403917256 9781403917256
2004054891
Advertising.
Multilingualism--Economic aspects
Multiculturalism--Economic aspects
Intercultural communication.
HF5823 / .K346 2005
659.1042