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Advertising as Multilingual Communication

Advertising as Multilingual Communication

Helen Dr Kelly-Holmes

65,41 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2005
Materia
Ventas y marketing
ISBN:
9781403917256
65,41 €
IVA incluido
Disponible

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Sobre IBD

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.

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  • Advertising as Multilingual Communication
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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 t...
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