Advertising as Multilingual Communication

Kelly-Holmes, H.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2004-11-30

Format: Hardcover

ISBN-13: 9781403917256

DOI: 10.1057/9780230503014

Dimensions: 216cm x140cm

Pages: 206