Read e-book online Advertising as Multilingual Communication PDF

By H. Kelly-Holmes

ISBN-10: 0230217060

ISBN-13: 9780230217065

ISBN-10: 0230503012

ISBN-13: 9780230503014

Advertising has often communicated messages to shoppers with powerful neighborhood and nationwide identities. even if, more and more, items, manufacturers, ads organisations and media have gotten internationalized. within the improvement of concepts that attract a wide multinational buyer base, ads language takes on new 'multilingual' good points. the writer explores the function of advertisements language during this new globalized setting, from a communicative thought viewpoint, in addition to from a detailed linguistic research of a few significant ads campaigns inside of a multicultural and multilingual marketplace.

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Example text

However, as was seen with the country categorization approach discussed earlier, there are many instances where this is not in fact the case, and where, instead, the language is used to allude to stereotypes about the particular culture of the language. In such cases, then, the language is not linked specifically with product-related cultural competence. For example, in an advertisement for brandy, which appeared in German news magazine Der Spiegel in the mid-1990s, the graphic consists of a starkly beautiful naked woman lying on a bull – clearly alluding to a key marker of Spain’s external image, namely the tradition of bullfighting.

Com). On the UK website, the slogan is set against a background of a heart in flames, presumably invoking the Spanish reputation for passion. The Seat range also features names that have resonance with famous or familiar Spanish settings such as the Alhambra, Toledo and Ibiza. All of these tactics de-emphasize the engineering competence that is of course ‘owned’ by the German language. Eastern European brands, which wanted to break into Western markets in the 1990s, had to create a new type of cultural competence and linguistic fetish.

To put it another way: speaking French is seen as a key part of being French (identity) and being seen as French (image). It is therefore not surprising that companies wishing to maximize the country-of-origin effect employ language for this purpose. The presence of a word or phrase from the language associated with the country of origin reinforces both the visual and/or aural texture of the advertisement, working with the paralanguage, the graphics, the particular scenario, use of colour and so on, to reinforce the message.

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Advertising as Multilingual Communication by H. Kelly-Holmes


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