By H. Kelly-Holmes
Advertising has ordinarily communicated messages to shoppers with powerful neighborhood and nationwide identities. in spite of the fact that, more and more, items, manufacturers, ads firms and media have gotten internationalized. within the improvement of concepts that attract a wide multinational client base, advertisements language takes on new 'multilingual' positive factors. the writer explores the position of advertisements language during this new globalized setting, from a communicative thought perspective, in addition to from a detailed linguistic research of a few significant ads campaigns inside a multicultural and multilingual marketplace.
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Additional info for Advertising as Multilingual Communication
Value, therefore, does not stalk about with a label describing what it is. It is value, rather that converts every product into a social hieroglyphic. Later on, we try to decipher the hieroglyphic, to get behind the secret of our own social products; for to stamp an object of utility as a value, is just as much a social product as language. (1954, pp. 78–9) The consumer does not therefore see in the advertising message or the branded article the production process that may, for instance, involve sweatshops, meagre wages, large profits, poor working conditions, health implications, enormous environmental impacts and so on; instead the brand appears as social hieroglyphic, this production process being mystified by symbolism.
It is, in Sperber and Wilson’s (1986) terms, assumptions about the world rather than the actual state of the world that is paramount in the realm of market discourse. 36 Advertising as Multilingual Communication Country-of-origin and linguistic fetish A shared language is seen by many as one of the key defining aspects of identity in many countries and cultures (Wright, 2000; Smith, 1991). Parallel to this, the language of the other is a key marker of another group, part of its image as viewed externally.
More than this, however, the words are also infused with the misery and inhumane spectacle of the First World War, something that dare not be ridiculed. However, in the body text of the ad the initiated advertisee learns about the valiant efforts of the German engineers, which involved a level of ‘precision breathtaking even by German standards’. Are these efforts then to compare to the human sacrifice of British soldiers in foreign fields? Is there, instead, or as well, a message about healthy, friendly rivalry (as in sport) or something more sinister and aggressive (as in war)?
Advertising as Multilingual Communication by H. Kelly-Holmes