By H. Kelly-Holmes

ISBN-10: 0230217060

ISBN-13: 9780230217065

ISBN-10: 0230503012

ISBN-13: 9780230503014

Advertising has generally communicated messages to shoppers with robust neighborhood and nationwide identities. despite the fact that, more and more, items, manufacturers, advertisements companies and media have gotten internationalized. within the improvement of concepts that attract a wide multinational patron base, advertisements language takes on new 'multilingual' positive aspects. the writer explores the function of advertisements language during this new globalized setting, from a communicative idea viewpoint, in addition to from a detailed linguistic research of a few significant ads campaigns inside a multicultural and multilingual marketplace.

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Sample text

It becomes, as Marx put it: ‘the meaningless form of capital, the perversion and objectification of production relations in their highest degree’ (1959 [1894], p. 392). Through such a process, use values become obscured and it is symbolic value that becomes all. Beyond this, however, the notion of fetishism is particularly useful and relevant in explaining how foreign words and phrases are used in advertising. Marx claimed that the process of fetishization mystifies the social relations by which commodities have been produced.

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.

For example, he cites Japan, which is not, contrary to its image, a monolingual country. According to Haarmann (1989), there is a substantial minority language group constituted by Korean speakers. If mass media multilingualism in Japan were normal and merely a reflection of a multilingual society, then one would expect to find numerous instances of Korean in Japanese advertising, rather than the large amount of English – and to a lesser extent French, German and other European languages – that is found.

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Advertising as Multilingual Communication by H. Kelly-Holmes


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