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 has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertis

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 first half of this book examines the commercial, social, and political implications of American monolingualism. The second half of the book explores the te

This volume seeks to answers such questions as: how is conscious experience translated into discourse? How are foregrounding and backgrounding accomplished? Wha