Language Arts

Download PDF by H. Kelly-Holmes: Advertising as Multilingual Communication

By H. Kelly-Holmes

ISBN-10: 0230217060

ISBN-13: 9780230217065

ISBN-10: 0230503012

ISBN-13: 9780230503014

Advertising has routinely communicated messages to shoppers with powerful neighborhood and nationwide identities. notwithstanding, more and more, items, manufacturers, advertisements firms and media have gotten internationalized. within the improvement of options that attract a wide multinational buyer base, ads language takes on new 'multilingual' good points. the writer explores the position of advertisements language during this new globalized setting, from a communicative idea viewpoint, in addition to from an in depth linguistic research of a few significant ads campaigns inside a multicultural and multilingual marketplace.

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Extra resources for Advertising as Multilingual Communication

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Or, an advertisement in which a Briton enthuses about a Swedish cordon bleu sauce? These are not the expectations commonly and externally shared about these cultures, and thus, they are not what can be said. There is, in Bourdieu’s terms, a form of self-censorship which determines not only the manner of saying, that is the choice of language or the level of language, but also what it will be possible or not possible to say. (Bourdieu, 1991, p. 77) And the definition of acceptability is found not in the situation but in the relationship between a market and a habitus, which itself is the product of the whole history of its relations with markets.

What is interesting to note here, however, is that the United States and the UK are far from being monolingual; in practice multilingualism thrives on the ground in both countries. This is not, however, the ‘posh’ version, the language of gites; instead it is the language of immigrants and allochthonous minority groups. And, it is worth pointing out that this everyday, lived multilingualism does not necessarily impact on a greater openness to foreign languages. Something that Defining Multilingualism in a Market Context 17 made a huge impression on me as someone who regularly visited secondary schools in the English midland counties around the industrial heartland of Birmingham was, on the one hand, the overwhelming sense of multilingual practice in terms of speaking languages other than English such as Urdu, Gujarati, Bengali and so on, which gave the context an unmistakably multilingual aural texture; and, on the other, a similarly overwhelming sense that foreign words and languages – particularly those of continental Europe – were something ‘posh’, pointless and difficult, a perception shared by monolingual and multilingual pupils alike.

As Marr and Prendergast (1992) point out: The effect of country stereotype will be to shift the position of the product in the perceptual space vis-à-vis its competitors’ offerings and alter the overall evaluation of its merits. (p. 37) 30 Advertising as Multilingual Communication The products and brands should take on the attributes of the countries and regions, and, for this reason, it is proposed, a person confronted with a bottle of French wine will be more likely to favour this than wines from other countries.

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Advertising as Multilingual Communication by H. Kelly-Holmes


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