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    Advertising as Multilingual Communication

    By: H. Kelly-Holmes

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    $44.99
     
     
    ISBN
    9780230503014
    Date Released
    Binding
    eBook
     
     

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    Description
    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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