Advertising and Multilingual Repertoires explores advertising from
the perspective of multilingual audiences. Santello introduces the
key linguistic processes involved in advertising discourse, and
analyses the relationship between the linguistic repertoires of
audiences and language use in advertising. This book: Showcases the
most recent advancements in linguistic research as applied to the
study of advertising and multilingualism, adopting an approach that
focuses on linguistic resources; Examines how advertisements make
use of language(s), including Italian and the use of English as a
foreign language, in order to attract attention and persuade their
audience; Familiarises readers with response mechanisms that
bilinguals and multilinguals experience when exposed to advertising
in different languages; Demonstrates both qualitative and
quantitative approaches to researching the intersections between
language and marketing. Advertising and Multilingual Repertoires is
key reading for postgraduate students and researchers in the field
of language and advertising.
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