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

This volume is an up-to-date, concise introduction to bilingualism and multilingualism in schools, in the workplace, and in international institutions in a glob

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marke

Essential reading for understanding genre innovation and evolution in relation to Web 2.0 technology and sociocultural diversity.

Devoted to analysing internet related CMC in languages other than English, this volume collects 18 new articles on facets of language and internet use, all of w