Advertising as Multilingual Communication

the long version

"The author examines the schizophrenic relationship that advertising has with multilingualism and the implications of market-driven language choices for notions of language and languages. On the one hand, advertising and other market discourses use multilingualism by accentuating linguistic differences in order to sell products and services associated with a particular language, country or region. On the other hand, advertising responds to situations that are bilingual or multilingual in nature by problematizing and attempting to overcome multilingual realities."--Jacket.