© 2005

Advertising as Multilingual Communication


Table of contents

  1. Front Matter
    Pages i-xiv
  2. Helen Kelly-Holmes
    Pages 1-26
  3. Helen Kelly-Holmes
    Pages 27-66
  4. Helen Kelly-Holmes
    Pages 67-106
  5. Back Matter
    Pages 189-206

About this book


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.


Advertising communication English Ethno-Marketing French German marketing new media society Tradition

Authors and affiliations

  1. 1.University of LimerickIreland

About the authors

Helen Kelly-Holmes is a Lecturer in sociolinguistics with new media at the University of Limerick, Republic of Ireland. Her research interests revolve around the interrelationship between media, markets and languages, and she has published widely on all aspects of these issues. She is the author of Advertising as Multilingual Communication .

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences


'Advertising as Multilingual Communication has been anticipated by researchers in the field, and will certainly not disappoint them. Helen Kelly-Holmes' book explains, in a very well-written way, how advertising discourse uses foreign languages - on one end of a continuum - as a means of communication with speakers of a minority language in a country or - on the other end - as a linguistic symbol that creates positive associations in the minds of the receivers of the advertisement.' - The European Journal of Communications Research

'Her acute analyses and important conclusions provide food for thought for anyone interested in contextualized language use, and they should inspire and inform future studies in a wide range of subfields in language and communication studies, cultural studies, and social sciences, not to mention marketing.' - Language in Society