Advertising as multilingual communication [electronic resource] / 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,...
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Full Text (via Springer) |
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| Main Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Houndmills, Balsingstoke, Hampshire ; New York :
Palgrave Macmillan,
2005.
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| Subjects: |
MARC
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| 100 | 1 | |a Kelly-Holmes, Helen, |d 1968- |0 http://id.loc.gov/authorities/names/n95096901 |1 http://isni.org/isni/0000000109379385. | |
| 245 | 1 | 0 | |a Advertising as multilingual communication |h [electronic resource] / |c Helen Kelly-Holmes. |
| 260 | |a Houndmills, Balsingstoke, Hampshire ; |a New York : |b Palgrave Macmillan, |c 2005. | ||
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| 505 | 0 | |a Acknowledgements -- Introduction -- Defining Multilingualism in a Market Context -- The Functioning of Advertising in a Consumer Society -- Advertising Texts and Different Languages -- Conclusion -- Foreign Languages in Advertising Discourse -- Ethnocentric Marketing and Linguistic Fetish -- Country of Origin and Linguistic Fetish -- The German Linguistic Fetish -- The French Linguistic Fetish -- Conclusion -- The Special Case of English -- The Various Fetishes of International English -- Websites and English -- English and Market Discourses in Central and Eastern Europe -- Conclusion -- Minority Languages, Accents and Dialects in Advertising -- Languages and Ethno-Marketing -- Irish -- English and Advertising -- The Irish Language and Advertising -- Conclusion -- Multilingual Advertising in a Pan-National Media Context -- New Media Paradigms and Communicative Contexts -- Speaking the Language of 46 Million Europeans: The Case of Eurosport -- Advertising Texts on Eurosport -- British Eurosport as a Multilingual Medium -- Conclusion -- Creating 'Multilingual' Texts: Combating Multilingualism -- Creating 'Multilingual' Texts -- Combating Multilingualism -- And the Future -- Notes -- Bibliography -- Index. | |
| 504 | |a Includes bibliographical references (pages 193-202) and index. | ||
| 520 | |a 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 with a partiocular 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. | ||
| 588 | 0 | |a Print version record. | |
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086. | |
| 650 | 0 | |a Advertising |x Language. |0 http://id.loc.gov/authorities/subjects/sh2007100689. | |
| 650 | 0 | |a Multilingualism |x Economic aspects. | |
| 650 | 0 | |a Multiculturalism |x Economic aspects. | |
| 650 | 0 | |a Intercultural communication. |0 http://id.loc.gov/authorities/subjects/sh85067222. | |
| 650 | 7 | |a Advertising. |2 fast |0 (OCoLC)fst00797511. | |
| 650 | 7 | |a Advertising |x Language. |2 fast |0 (OCoLC)fst00797675. | |
| 650 | 7 | |a Intercultural communication. |2 fast |0 (OCoLC)fst00976084. | |
| 650 | 7 | |a Multiculturalism |x Economic aspects. |2 fast |0 (OCoLC)fst01028838. | |
| 776 | 0 | 8 | |i Print version: |a Kelly-Holmes, Helen, 1968- |t Advertising as multilingual communication. |d Houndmills, Balsingstoke, Hampshire ; New York : Palgrave Macmillan, 2005 |z 1403917256 |z 9781403917256 |w (DLC) 2004054891 |w (OCoLC)55845957. |
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