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By H. Kelly-Holmes

Advertising has typically communicated messages to shoppers with powerful neighborhood and nationwide identities. even though, more and more, items, manufacturers, ads organizations and media have gotten internationalized. within the improvement of innovations that entice a wide multinational client base, advertisements language takes on new 'multilingual' good points. the writer explores the position of advertisements language during this new globalized atmosphere, from a communicative idea perspective, in addition to from a detailed linguistic research of a few significant advertisements campaigns inside a multicultural and multilingual marketplace.

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Thus, notions about the self are inevitably linked to notions about others, and vice versa. In the world of marketing, it is not only products and brands that have images, but also countries. As Wolff Olins, an international branding consultant who has been involved in studies of how to improve the ‘Great Britain’ and ‘Germany’ brands claims, ‘all countries can be branded, provided one can find the essence of the nation’ (1999). This brand or image is necessarily an external phenomenon, it is how the country is viewed from outside even though it may have been formulated domestically, and it is necessarily a simplified view.

The whole message of the campaign was that Volkswagen approved of Skoda and had supervised a complete overhaul of the factory and the product. Clearly it was felt that the testimony of the European carmaker (Germany) was necessary, in order for the Czech Skoda brand to be taken seriously. This type of approval strategy can also be used in intracultural advertising. For example, in a campaign from the early 1990s 34 Advertising as Multilingual Communication on British television, a German Mercedes engineer is driving a British Rover car with Stuttgart number plates, Stuttgart being the headquarters of Mercedes.

Or, an advertisement in which a Briton enthuses about a Swedish cordon bleu sauce? These are not the expectations commonly and externally shared about these cultures, and thus, they are not what can be said. There is, in Bourdieu’s terms, a form of self-censorship which determines not only the manner of saying, that is the choice of language or the level of language, but also what it will be possible or not possible to say. (Bourdieu, 1991, p. 77) And the definition of acceptability is found not in the situation but in the relationship between a market and a habitus, which itself is the product of the whole history of its relations with markets.

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