Advertising as Multilingual Communication

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.

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