Advertising has traditionally communicated messages with strong
local and national identities to consumers. Increasingly, though,
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.
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