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This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marke
Advertising as Multilingual Communication
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Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertis
Marketing Identities Through Language
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Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in t
The Use of Foreign Languages and Materials in Advertising
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The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
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In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse la