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Advertising as multilingual communication / Helen Kelly-Holmes.

By:

Kelly-Holmes, Helen, 1968-

Material type: Text

TextPublisher: 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:

Contributor biographical information

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

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Previous	659.1042 GOL Reading ads socially /	659.1042 HOO Selling the dream : why advertising is good business /	659.1042 JOH Imaging in advertising : verbal and visual codes of commerce /	659.1042 KEL Advertising as multilingual communication /	659.1042 LEI Social communication in advertising : consumption in the mediated marketplace /	659.1042 LEI Social communication in advertising : persons, products, & images of well being /	659.1042 MAC The commercialization of American culture : new advertising, control, and democracy /	Next

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

"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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