By H. Kelly-Holmes

ISBN-10: 0230217060

ISBN-13: 9780230217065

ISBN-10: 0230503012

ISBN-13: 9780230503014

Advertising has often communicated messages to shoppers with powerful neighborhood and nationwide identities. despite the fact that, more and more, items, manufacturers, ads organisations and media have gotten internationalized. within the improvement of suggestions that attract a wide multinational client base, advertisements language takes on new 'multilingual' beneficial properties. the writer explores the function of ads language during this new globalized atmosphere, from a communicative conception viewpoint, in addition to from an in depth linguistic research of a few significant ads campaigns inside of a multicultural and multilingual marketplace.

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Example text

It would seem that much of this knowledge about the apparent expertise of particular countries, the so-called ‘country-of-origin effect’, is acquired through consumerization, as discussed in Chapter 1, through exposure to the language and rituals of the market. And, the process is, of course, not simply one-way. Through advertising and other commercially-driven messages and their use of nationalities and languages, such conceptions and perceptions are created, strengthened and maintained. This, in turn, provides the context within which the use of languages in advertising is interpreted.

Through the fetishization of commodities, the utility or use value of the commodity becomes secondary to its symbolic value. Commodities 24 Advertising as Multilingual Communication become instead ‘social hieroglyphics’ (Marx, 1954 [1867], pp. 78–9), signifiers of socially and culturally determined (and commonly shared) meanings, which are themselves the products of social and production relations. As Wellmer (1981) points out: When Marx criticizes commodity-fetishism, he discovers behind the apparent natural qualities and the apparent social relations of things, the social relations of men, produced historically and both mediated and repressed from consciousness by coercive conditions.

Individual advertisees respond to country-of-origin appeals in a variety of different ways, and Jaffe and Nebenzahl have identified four different types of consumer. First of all ‘patriots’, who, as the name suggests, will prefer appeals based on locally-made products, in contrast to the second group, ‘cosmopolitans’, who are more open-minded in evaluating appeals. ‘Traitors’ prefer to buy imported rather than home-produced goods and so should be more susceptible to exotic country-of-origin appeals.

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Advertising as Multilingual Communication by H. Kelly-Holmes

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