Advertising as Multilingual Communication by H. Kelly-Holmes

By H. Kelly-Holmes

Advertising has usually communicated messages to shoppers with powerful neighborhood and nationwide identities. despite the fact that, more and more, items, manufacturers, advertisements corporations and media have gotten internationalized. within the improvement of innovations that attract a wide multinational customer base, ads language takes on new 'multilingual' beneficial properties. the writer explores the function of advertisements language during this new globalized atmosphere, from a communicative conception standpoint, in addition to from an in depth linguistic research of a few significant ads campaigns inside of a multicultural and multilingual marketplace.

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In addition to this strategy of alluding to a different type of cultural competence or categorization altogether when advertising products outside their cultural competence, brands can also use an approval strategy by appealing to the accepted cultural competence of another. An example of the former was the re-launch of the Czech Skoda brand, following its takeover by German car manufacturer Volkswagen in the early 1990s. The whole message of the campaign was that Volkswagen approved of Skoda and had supervised a complete overhaul of the factory and the product.

P. 287). Thus, the appearance of a German or French word or phrase is not really telling the individual addressee anything in German or French – at least that is not the intention – it is instead telling him/her something about German or French, from his/her own linguistic point of view (or more accurately the prevailing societal one), about the characteristics and symbols summoned up by those languages in individual’s own sociolinguistic environment (just as in the Renault Clio and Dolmio advertisements discussed above).

The market-discourse situation covers a range of possibilities from advertising texts to television channels and Internet sites with their associated links. In the chapters that follow, various types of multilingual advertising discourses from various contexts are examined. In all of these texts, examples of the various phenomena discussed above can be found; for instance, emblematic and affective code-switching, lexical borrowing, heteroglossia, linguistic fetish and so on. At times the language usage appears to be purely symbolically driven, at others multilingual choices appear to be primarily driven by referential functions.

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