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Jost Gippert: Our Featured Linguist!

"Buenos dias", "buenas noches" -- this was the first words in a foreign language I heard in my life, as a three-year old boy growing up in developing post-war Western Germany, where the first gastarbeiters had arrived from Spain. Fascinated by the strange sounds, I tried to get to know some more languages, the only opportunity being TV courses of English and French -- there was no foreign language education for pre-teen school children in Germany yet in those days. Read more



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What is English? And Why Should We Care?

By: Tim William Machan

To find some answers Tim Machan explores the language's present and past, and looks ahead to its futures among the one and a half billion people who speak it. His search is fascinating and important, for definitions of English have influenced education and law in many countries and helped shape the identities of those who live in them.


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Medical Writing in Early Modern English

Edited by Irma Taavitsainen and Paivi Pahta

This volume provides a new perspective on the evolution of the special language of medicine, based on the electronic corpus of Early Modern English Medical Texts, containing over two million words of medical writing from 1500 to 1700.


Book Information

   
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Title: Advertising as Multilingual Communication
Written By: Helen Kelly-Holmes
URL: http://www.palgrave.com/products/title.aspx?PID=305768
Description:

NEW EDITION

'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

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.

Publication Year: 2008
Publisher: Palgrave Macmillan
Review: Read the review
BibTex: View BibTex record
Linguistic Field(s): Sociolinguistics
Discipline of Linguistics
Issue: All announcements sent out by The LINGUIST List are emailed to our subscribers and archived with the Library of Congress.
Click here to see the original emailed issue.

Versions:
Format: Paperback
ISBN: 0230217060
ISBN-13: 9780230217065
Pages: 224
Prices: U.K. £ 19.99