New PDF release: Advertising as Multilingual Communication

By H. Kelly-Holmes

ISBN-10: 0230217060

ISBN-13: 9780230217065

ISBN-10: 0230503012

ISBN-13: 9780230503014

Advertising has regularly communicated messages to shoppers with robust neighborhood and nationwide identities. although, more and more, items, manufacturers, ads firms and media have gotten internationalized. within the improvement of techniques that attract a wide multinational shopper base, ads language takes on new 'multilingual' positive factors. the writer explores the function of advertisements language during this new globalized surroundings, from a communicative conception standpoint, in addition to from an in depth linguistic research of a few significant advertisements campaigns inside a multicultural and multilingual marketplace.

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Interestingly, in a print campaign directed at readers of the UK Observer Sunday newspaper ‘Food Monthly’ supplement, Stella Artois took over the entire cover (outer and inner pages) to provide guidelines to readers for telling a real Stella Artois glass – indicated by the fact that the hunting horn featured in the logo is ‘clearly Belgian, circa 1366’ – from a fake one. Kronenbourg 1664 ‘which claims to embody the French spirit is in fact brewed somewhat closer to the M25 [London orbital route] than Marseilles’ (Lane, 2002), and Carlsberg Export beer, whose slogan is ‘So good, the Danes hate to see it leave’, is brewed in Northampton (Lane, 2002).

It is hard to imagine a more contrasting environment to the image of a Paris fashion house. The beer market in the UK is another example. Guinness, fetishized with all that is perceived to be Irish is brewed in the Park Royal brewery outside London. Budweiser, marketed as the ‘all-American brew’ is also brewed in Greater London. Belgian beer Stella Artois, whose advertising is reminiscent of French films such as Jean de Floret, is brewed in South Wales. Interestingly, in a print campaign directed at readers of the UK Observer Sunday newspaper ‘Food Monthly’ supplement, Stella Artois took over the entire cover (outer and inner pages) to provide guidelines to readers for telling a real Stella Artois glass – indicated by the fact that the hunting horn featured in the logo is ‘clearly Belgian, circa 1366’ – from a fake one.

33) Marx’s range of influence, too, is enormous, encompassing Bakhtin and Bourdieu. There are very few analyses that rival Marx’s for the combination of the market, society, culture and the symbolism of all of these. Finally, contemporary cultural theorists who are producing the most useful analyses of the culture of consumption (for example, Frederic Jameson, 1991) and ideas about fetishizing of cultures (for example, Edward Said, 1991, in his analysis of the phenomenon of Orientalism) are all profoundly influenced by Marxian ideas.

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Advertising as Multilingual Communication by H. Kelly-Holmes


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