'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
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.
Helen Kelly-Holmes examines the schizophrenic relationship that advertising
has with multilingualism and the implications of market-driven language
choices for notions of language and languages. On the one hand, advertising
and other market discourses use multilingualism by accentuating linguistic
differences in order to sell products and services associated with a
particular language, country or region. On the other hand, advertising
responds to situations that are bi- or multi-lingual in nature by
problematizing and attempting to overcome multilingual realities.