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Title: Advertising as Multilingual Communication
Written By: Helen Kelly-Holmes

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.

Publication Year: 2004
Publisher: Palgrave Macmillan
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Linguistic Field(s): Discourse Analysis
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Format: Hardback
ISBN: 1403917256
ISBN-13: N/A
Pages: 224
Prices: U.K. £ 45