Advertising as Multilingual Communication

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Business & Economics - Sales & Marketing
Advertising as Multilingual...

Advertising as Multilingual Communication

Name: Advertising as Multilingual Communication
ISBN: 9780230503014

Helen Kelly-Holmes (auth.)

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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.

카테고리:

Business & Economics - Sales & Marketing

년:

2005

판:

출판사:

Palgrave Macmillan UK

언어:

english

페이지:

221

ISBN 10: