Advertising As Multilingual Communication - Rilegato

Kelly-Holmes, Helen

Rilegato

ISBN 10: 1403917256 ISBN 13: 9781403917256

Casa editrice: Palgrave Macmillan, 2004

Riassunto

Advertising has traditionally communicated messages with strong local and national identities to consumers. Increasingly, though, 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.

Su questo libro

Recensione:

'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

L'autore:

Helen Kelly-Holmes is Senior Research Fellow in the Centre for Applied Language Studies, University of Limerick.

Su questa edizione

• Editore: Palgrave Macmillan
• Data di pubblicazione: 2004
• ISBN 10: 1403917256
• ISBN 13: 9781403917256
• Rilegatura: Copertina rigida
• Numero di pagine: 206