Advertising as Multilingual Communication

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.

subjects: Economic aspects,  Advertising,  Language,  Economic aspects of Multiculturalism,  Multilingualism,  Multiculturalism,  Economic aspects of Multilingualism,  Intercultural communication,  Communication,  Publicité,  Langage,  Multilinguisme,  Aspect économique,  Multiculturalisme,  Communication interculturelle,  BUSINESS & ECONOMICS,  Advertising & Promotion,  Reclame,  Meertaligheid,  Interculturele communicatie,  Sales & marketing,  Business communication & presentation,  Sociolinguistics,  Language teaching & learning material & coursework,  Cultural studies,  Business and Management,  Reklamspråk,  Flerspråkighet,  Ekonomiska aspekter,  Kulturell mångfald,  Reklam,  Språk