Advertising as Multilingual Communication
Publisher: Palgrave Macmillan
Published: February 10, 2005
Language: eng
Format: Hardcover
Number of pages: 240
ISBN-13: 9781403917256
Subjects: Language self-study & phrasebooks; Sociolinguistics; Linguistics; Language; Language Arts & Disciplines; Language Arts / Linguistics / Literacy; Multiculturalism; Advertising & Promotion; Business & Economics-Advertising & Promotion; Language Arts & Disciplines / Linguistics; Economic aspects; Advertising; Multilingualism
Description: "The author 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 bilingual or multilingual in nature by problematizing and attempting to overcome multilingual realities."--Jacket.