Abstract
Originally highly informative and directive, language in advertising evolved to become persuasive with the growth of
consumerism. As advertising language has become more indirect and suggestive, textual and verbal language has reduced in
importance, with other modes, particular images, becoming more popular. Formal registers in advertising have also given
way to more informal ones, in line with much media discourse, and variation in terms of accent and dialect is used to create
effects such as humor and to invoke stereotypes and associations. Multilingualism is considered as a problem, a right, but
also as a resource for contemporary advertising.
consumerism. As advertising language has become more indirect and suggestive, textual and verbal language has reduced in
importance, with other modes, particular images, becoming more popular. Formal registers in advertising have also given
way to more informal ones, in line with much media discourse, and variation in terms of accent and dialect is used to create
effects such as humor and to invoke stereotypes and associations. Multilingualism is considered as a problem, a right, but
also as a resource for contemporary advertising.
| Original language | English (Ireland) |
|---|---|
| Title of host publication | Reference Module in Social Science |
| Publisher | Elsevier |
| ISBN (Electronic) | https://doi.org/10.1016/B978-0-323-95504-1.00249-0 |
| Publication status | Published - 2025 |