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Advertising as Multilingual Communication

  • Helen Kelly-Holmes

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

Introduction

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.

Keywords

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

Authors and affiliations

  • Helen Kelly-Holmes
    • 1
  1. 1.University of LimerickIreland

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods