Overview

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.

Full Product Details

Author:   H. Kelly-Holmes
Publisher:   Palgrave USA
Imprint:   Palgrave Macmillan
Edition:   2005 ed.
Dimensions:   Width: 14.00cm , Height: 1.50cm , Length: 21.60cm
Weight:   0.435kg
ISBN:  

9781403917256

ISBN 10:   1403917256
Pages:   206
Publication Date:   30 November 2004
Audience:   College/higher education ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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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

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

Author Information

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 .

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