Efficiency of Business and Intercultural Communication: Multilingual Advertising Discourse
- https://doi.org/10.2991/aebmr.k.200318.034How to use a DOI?
- multilingualism, advertising, discourse, intercultural communication, cooperative strategy
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.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Tetyana Kozlova PY - 2020 DA - 2020/03/23 TI - Efficiency of Business and Intercultural Communication: Multilingual Advertising Discourse BT - Proceedings of the III International Scientific Congress Society of Ambient Intelligence 2020 (ISC-SAI 2020) 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 -