Advertising as multilingual communication

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Title:

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

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015770122	659.1042 K29A 2005	1	Searching... Unknown

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Summary

Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, 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.