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Advertising as Multilingual Communication
Helen Kelly-Holmes
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Description for Advertising as Multilingual Communication
paperback. Presents an examination of the schizophrenic relationship that advertising has with multilingualism and the implications of market-driven language choices for notions of language and languages. This book has data on a range of real-life advertising wording that makes it a useful recommended reading for undergraduates. Num Pages: 220 pages, biography. BIC Classification: CFB; KJSA. Category: (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 216 x 140 x 12. Weight in Grams: 291.
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 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.
Product Details
Format
Paperback
Publication date
2004
Publisher
Palgrave Macmillan United Kingdom
Number of pages
220
Condition
New
Number of Pages
206
Place of Publication
Basingstoke, United Kingdom
ISBN
9780230217065
SKU
V9780230217065
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Helen Kelly-Holmes
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 .
Reviews for Advertising as Multilingual Communication
'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 ... Read more