TY - BOOK ID - 137512112 TI - Advertising as multilingual communication. PY - 2005 SN - 9781403917256 1403917256 9780230217065 0230217060 PB - Houndsmills, Basingstoke : Palgrave, DB - UniCat KW - Adverteren KW - Reclame. KW - Massacommunicatie. UR - https://www.unicat.be/uniCat?func=search&query=sysid:137512112 AB - 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. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace. ER -