Advertising As Multilingual Communication

Paperback | January 15, 2009

byHelen Kelly-Holmes

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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.

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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 'mu...

HELEN KELLY-HOLMES is a Lecturer in Sociolinguistics with New Media, Department of Languages and Cultural Studies, University of Limerick, Republic of Ireland.

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Format:PaperbackDimensions:224 pages, 8.82 × 5.72 × 0.37 inPublished:January 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230217060

ISBN - 13:9780230217065

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Extra Content

Table of Contents

Acknowledgements
Introduction
Defining Multilingualism in a Market Context
The Functioning of Advertising in a Consumer Society
Advertising Texts and Different Languages
Conclusion
Foreign Languages in Advertising Discourse
Ethnocentric Marketing and Linguistic Fetish
Country of Origin and Linguistic Fetish
The German Linguistic Fetish
The French Linguistic Fetish
Conclusion
The Special Case of English
The Various Fetishes of International English
Websites and English
English and Market Discourses in Central and Eastern Europe
Conclusion
Minority Languages, Accents and Dialects in Advertising
Languages and Ethno-Marketing
Irish - English and Advertising
The Irish Language and Advertising
Conclusion
Multilingual Advertising in a Pan-National Media Context
New Media Paradigms and Communicative Contexts
Speaking the Language of 46 Million Europeans: The Case of Eurosport
Advertising Texts on Eurosport
British Eurosport as a Multilingual Medium
Conclusion
Creating 'Multilingual' Texts: Combating Multilingualism
Creating 'Multilingual' Texts
Combating Multilingualism
And the Future
Notes
Bibliography
Index

Editorial Reviews

"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