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

Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theo

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