Advertising as Multilingual Communication

[Harold F. Schiffman]

Forwarded from Linguist-List:

Advertising as Multilingual Communication 2004 Palgrave Macmillan
                http://www.palgrave.com

Author: Helen Kelly-Holmes, Aston University


Abstract:

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.

http://linguistlist.org/issues/16/16-247.html#1

Hardback: ISBN: 1403917256 Pages: 224 Price: U.K.  45
Book URL: http://www.palgrave.com/products/Catalogue.aspx?is=1403917256