Advertising as Multilingual Communication

by Kelly-Holmes, Helen

• ISBN13: 9781403917256
• ISBN10: 1403917256
• Format: Hardcover
• Copyright: 2005-03-02
• Publisher: Palgrave Macmillan

Summary

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.

Author Biography

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

Table of Contents

Acknowledgements	ix
Introduction	x
1 Defining Multilingualism in a Market Context	1	(26)
The functioning of advertising in a consumer society	2	(8)
Advertising texts and different languages	10	(15)
Conclusion	25	(2)
2 Foreign Languages in Advertising Discourse	27	(40)
Ethnocentric marketing and linguistic fetish	28	(8)
Country of origin and linguistic fetish	36	(4)
The German linguistic fetish	40	(14)
The French linguistic fetish	54	(11)
Conclusion	65	(2)
3 The Special Case of English	67	(40)
The various fetishes of international English	68	(11)
Websites and English	79	(12)
English and market discourses in Central and Eastern Europe	91	(13)
Conclusion	104	(3)
4 Minority Languages, Accents and Dialects in Advertising	107	(35)
Languages and ethno-marketing	108	(8)
Irish English and advertising	116	(11)
The Irish language and advertising	127	(11)
Conclusion	138	(4)
5 Multilingual Advertising in a Pan-National Media Context	142	(29)
New media paradigms and communicative contexts	143	(10)
Speaking the language of 46 million Europeans: the case of Eurosport	153	(11)
British Eurosport as a multilingual medium	164	(5)
Conclusion	169	(2)
6 Creating 'Multilingual' Texts: Combating Multilingualism	171	(18)
Creating 'multilingual' texts	172	(7)
Combating multilingualism	179	(7)
And the future...	186	(3)
Notes	189	(4)
Bibliography	193	(10)
Index	203