Le langage de la publicité
Global Advertising – Its Communication Role in International Marketing
Résumé (en anglais)
The present research aims to analyze the communication role of global advertising in international marketing, by revealing the way in which the message is expressed through the use of slogans, language devices and other linguistic elements which contribute to the advertising form, content and style. A corpus of global advertisements becomes the subject of a close, qualitative analysis in order to establish their impact on the consumer behavior in terms of brand-customer relationship, as well as to identify the linguistic source of their memorable and compelling nature. Consequently, the fundamental element that links together international marketing and global advertising is represented by language as a cross-cultural bridge that unites the other two components: communication and culture.
Mots-clés (en anglais) —
communication · culture · language · international marketing · global advertisingCiter cet article
Cartacai, F. E., & Prelipceanu, C.-M. (2017). Global Advertising – Its Communication Role in International Marketing. Dialogos, 34, 65–83.
Cartacai, Flavia Estera, and Cristina-Maria Prelipceanu. “Global Advertising – Its Communication Role in International Marketing.” Dialogos, vol. 34, 2017, pp. 65–83.
Cartacai, Flavia Estera, and Cristina-Maria Prelipceanu. 2017. “Global Advertising – Its Communication Role in International Marketing.” Dialogos 34: 65–83.
@article{cartacai2017global,
author = {Cartacai, Flavia Estera and Prelipceanu, Cristina-Maria},
title = {Global Advertising – Its Communication Role in International Marketing},
journal = {Dialogos},
year = {2017},
volume = {34},
pages = {65--83}
}TY - JOUR AU - Cartacai, Flavia Estera AU - Prelipceanu, Cristina-Maria TI - Global Advertising – Its Communication Role in International Marketing JO - Dialogos PY - 2017 VL - 34 SP - 65 EP - 83 ER -