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. Helen Kelly-Holmes 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 bi- or multi-lingual in nature by problematizing and attempting to overcome multilingual realities.
'Advertising as Multilingual Communication has been anticipated by researchers in the field, and will certainly not disappoint them. Helen Kelly-Holmes' book explains, in a very well-written way, how advertising discourse uses foreign languages - on one end of a continuum - as a means of communication with speakers of a minority language in a country or - on the other end - as a linguistic symbol that creates positive associations in the minds of the receivers of the advertisement.' - The European Journal of Communications Research
'Her acute analyses and important conclusions provide food for thought for anyone interested in contextualized language use, and they should inspire and inform future studies in a wide range of subfields in language and communication studies, cultural studies, and social sciences, not to mention marketing.' - Language in Society
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
HELEN KELLY-HOLMES is a Lecturer in Sociolinguistics with New Media, Department of Languages and Cultural Studies, University of Limerick, Republic of Ireland.
Description
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. Helen Kelly-Holmes 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 bi- or multi-lingual in nature by problematizing and attempting to overcome multilingual realities.
Reviews
'Advertising as Multilingual Communication has been anticipated by researchers in the field, and will certainly not disappoint them. Helen Kelly-Holmes' book explains, in a very well-written way, how advertising discourse uses foreign languages - on one end of a continuum - as a means of communication with speakers of a minority language in a country or - on the other end - as a linguistic symbol that creates positive associations in the minds of the receivers of the advertisement.' - The European Journal of Communications Research
'Her acute analyses and important conclusions provide food for thought for anyone interested in contextualized language use, and they should inspire and inform future studies in a wide range of subfields in language and communication studies, cultural studies, and social sciences, not to mention marketing.' - Language in Society
Contents
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
Authors
HELEN KELLY-HOLMES is a Lecturer in Sociolinguistics with New Media, Department of Languages and Cultural Studies, University of Limerick, Republic of Ireland.
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