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Advertising as Multilingual Communication (Paperback)

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Product Overview

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.

Specifications

Publisher Palgrave MacMillan
Mfg Part# 9780230217065
SKU 208388099
Format Paperback
ISBN10 0230217060
Release Date 8/1/2008
Product Attributes
Book Format Paperback
Number of Pages 0224
Publisher Palgrave MacMillan

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