TY  - BOOK
AU  - Kelly-Holmes,Helen
TI  - Advertising as multilingual communication
SN  - 1403917256
AV  - HF5823 .K346 2005
U1  - 659.1042 22
PY  - 2005///
CY  - Houndmills, Balsingstoke, Hampshire, New York
PB  - Palgrave Macmillan
KW  - Advertising
KW  - Multilingualism
KW  - Economic aspects
KW  - Multiculturalism
KW  - Intercultural communication
N1  - 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
N2  - "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
UR  - http://catdir.loc.gov/catdir/bios/hol051/2004054891.html
ER  -