Proceedings of the  III International Scientific Congress Society of Ambient Intelligence 2020 (ISC-SAI 2020)

Efficiency of Business and Intercultural Communication: Multilingual Advertising Discourse

Authors
Tetyana Kozlova
Corresponding Author
Tetyana Kozlova
Available Online 23 March 2020.
DOI
https://doi.org/10.2991/aebmr.k.200318.034How to use a DOI?
Keywords
multilingualism, advertising, discourse, intercultural communication, cooperative strategy
Abstract
The research considers advertising as a type of discourse in the context of intercultural communication. A multilingual advertisement is treated as a product of globalisation which accelerated a shift from the product-oriented perspective to the customer-centered approach in publicity. The paper provides a historical overview of a changing nature of advertising, discusses the concept of multilingual advertising discourse and its key traits, and deals with particular cases of bilingual adverts. The results of the study demonstrate various patterns realizing a cooperative strategy applied to facilitate intercultural communication and easier companies’ access to appreciative clientele. The findings support the hypothesis that combining linguistic resources interplay with visual components towards customer-friendly encoding of messages and appear advantageous for advertising effectiveness in multicultural environment.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
Part of series
Advances in Economics, Business and Management Research
Publication Date
23 March 2020
ISBN
978-94-6252-933-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200318.034How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Tetyana Kozlova
PY  - 2020
DA  - 2020/03/23
TI  - Efficiency of Business and Intercultural Communication: Multilingual Advertising Discourse
PB  - Atlantis Press
SP  - 272
EP  - 278
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200318.034
DO  - https://doi.org/10.2991/aebmr.k.200318.034
ID  - Kozlova2020
ER  -