Advertising as Multilingual Communication

Helen Kelly-Holmes is a Lecturer in sociolinguistics with new media at the University of Limerick, Republic of Ireland. Her research interests revolve around the interrelationship between media, markets and languages, and she has published widely on all aspects of these issues. She is the author of Advertising as Multilingual Communication .

'Advertising as Multilingual Communication has been anticipated by researchers in the field, and will certainly not disappoint them. Helen Kelly-Holmes' book explains, in a very well-written way, how advertising discourse uses foreign languages - on one end of a continuum - as a means of communication with speakers of a minority language in a country or - on the other end - as a linguistic symbol that creates positive associations in the minds of the receivers of the advertisement.' - The European Journal of Communications Research 'Her acute analyses and important conclusions provide food for thought for anyone interested in contextualized language use, and they should inspire and inform future studies in a wide range of subfields in language and communication studies, cultural studies, and social sciences, not to mention marketing.' - Language in Society

• Acknowledgements Introduction Defining Multilingualism in a Market Context The Functioning of Advertising in a Consumer Society Advertising Texts and Different Languages Conclusion Foreign Languages in Advertising Discourse Ethnocentric Marketing and Linguistic Fetish Country of Origin and Linguistic Fetish The German Linguistic Fetish The French Linguistic Fetish Conclusion The Special Case of English The Various Fetishes of International English Websites and English English and Market Discourses in Central and Eastern Europe Conclusion Minority Languages, Accents and Dialects in Advertising Languages and Ethno-Marketing Irish - English and Advertising The Irish Language and Advertising Conclusion Multilingual Advertising in a Pan-National Media Context New Media Paradigms and Communicative Contexts Speaking the Language of 46 Million Europeans: The Case of Eurosport Advertising Texts on Eurosport British Eurosport as a Multilingual Medium Conclusion Creating 'Multilingual' Texts: Combating Multilingualism Creating 'Multilingual' Texts Combating Multilingualism And the Future Notes Bibliography Index