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Advertising as multilingual communication / Helen Kelly-Holmes.

By: Material type: TextTextPublisher: Houndmills, Balsingstoke, Hampshire ; New York : Palgrave Macmillan, 2005Description: xiv, 206 pages ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1403917256
  • 9781403917256
Subject(s): DDC classification:
  • 659.1042 22
LOC classification:
  • HF5823 .K346 2005
Online resources:
Contents:
1. Defining multilingualism in a market context -- 2. Foreign languages in advertising discourse -- 3. The special case of English -- 4. Minority languages, accents and dialects in advertising -- 5. Multilingual advertising in a pan-national media context -- 6. Creating 'multilingual' texts : combating multilingualism.
Summary: "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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.1042 KEL (Browse shelf(Opens below)) 1 Available A291713B

Includes bibliographical references (pages 193-202) and index.

1. Defining multilingualism in a market context -- 2. Foreign languages in advertising discourse -- 3. The special case of English -- 4. Minority languages, accents and dialects in advertising -- 5. Multilingual advertising in a pan-national media context -- 6. Creating 'multilingual' texts : combating multilingualism.

"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.

Machine converted from AACR2 source record.

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