Advertising as multilingual communication
by
 
Kelly-Holmes, Helen, 1968-

Title
: 
Advertising as multilingual communication

Author
: 
Kelly-Holmes, Helen, 1968-

ISBN
: 
9781403917256

Personal Author
: 
Kelly-Holmes, Helen, 1968-

Publication Information
: 
Basingstoke : Palgrave Macmillan, 2005.

Physical Description
: 
xiv, 206 p. ; 23 cm.

General Note
: 
Formerly CIP.

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.

Abstract
: 
"The author examines the schizophrenic relationship that advertising has with multilingualism and the implications of market-driven language choices for notions of language and languages. On the one hand, advertising and other market discourses use multilingualism by accentuating linguistic differences in order to sell products and services associated with a particular language, country or region. On the other hand, advertising responds to situations that are bilingual or multilingual in nature by problematizing and attempting to overcome multilingual realities."--BOOK JACKET.

Subject Term
: 
Advertising.
 
Advertising -- Language.
 
Multilingualism -- Economic aspects.
 
Multiculturalism -- Economic aspects.
 
Intercultural communication.

Electronic Access
: 
Contributor biographical information http://www.loc.gov/catdir/bios/hol051/2004054891.html
 
Publisher description http://www.loc.gov/catdir/description/hol054/2004054891.html
 
Table of contents http://www.loc.gov/catdir/toc/hol052/2004054891.html


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168015770122659.1042 K29A 20051