Advertising as Multilingual Communication by H. Kelly-Holmes

By H. Kelly-Holmes

Advertisements has often communicated messages to shoppers with powerful neighborhood and nationwide identities. even if, more and more, items, manufacturers, advertisements firms and media have gotten internationalized. within the improvement of suggestions that attract a wide multinational client base, advertisements language takes on new 'multilingual' positive aspects. the writer explores the function of advertisements language during this new globalized atmosphere, from a communicative conception perspective, in addition to from a detailed linguistic research of a few significant ads campaigns inside of a multicultural and multilingual market.

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For example, Lancôme, Paris Guy La Roche, Paris Van Cleef & Arpels, Paris Lagerfeld, Paris Guerlain, Paris The city has not only become part of these brands, but almost part of the product too, and certainly a key part of a product’s identity and credibility. The unacceptability, in Bourdieu’s terms, of certain statements is particularly applicable to this whole area of country-of-origin. For example, the following slogan would not work at the end of a perfume advertisement even though it is, perhaps, a more accurate description of the production process, as pointed out by Schlosser, 2002: Lancôme, Daytona, New Jersey Countries and categories Where a particular country’s image is not firmly established in the advertisee’s culture, then, as Jaffe and Nebenzahl (2001) point out, the construction of an image of that country will be influenced to a large extent by the ‘country category in which it is classified’ (p.

Indeed it is intended to glorify the communal ignorance of foreign languages: the joke is shared, initially between advertiser and advertisee, ultimately among the public at large, thus reinforcing a sense of language as part of identity. As Bourdieu (1991) points out: In order for one mode of expression among others to impose itself as the only legitimate one, the linguistic market has to be unified and the different dialects (of class, region or ethnic group) have to be measured practically against the legitimate language or usage (p.

The plasterwork on the wall needs redoing, and on top of a dresser there is an old bottle with what looks like dead flowers. Two men are playing a game of shove-drobáky. ‘Shove-drobáky’ is not the only Czech word to appear in the advertisement. On the wall of the bar are two old signs in Czech, one an ad for Staropramen: Staropramen Leˇzák Foreign Languages in Advertising Discourse 39 The other is an ad for a bank: Slavia Vzájemnˇe pojiˇsto ˇ vací banka Zastupitelství The Czech words here have the flavour and function of image rather than language, since it is probably safe to assume that the target readership encountering the advertisement will not understand their meaning; or, perhaps more importantly, it is not the intention of the advertiser that these words should be understood.

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