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| Author: | Millan-Varela, C. |
| Title: | Exploring advertising in a global context: food for thought |
| Journal: | Translator : Studies in Intercultural Communication
2004 : VOL. 10:2, 245-267 |
| Index terms: | Advertising Food industry International marketing Marketing Multinational companies Translations |
| Language: | eng |
| Abstract: | This paper studies the policies and strategies used by a multinational company (Unilever plc) to advertise Cornetto ice cream in Europe, Asia and South America. Kress and van Leeuwen's model of visual design is applied to the analysis of a corpus consisting of Cornetto ads. The objective is to find out how the same brand and product have been adapted to suit the specific local needs. The focus is on the role of culture and ideology. Discourse features as well as visual elements and semiotic functions are considered. |
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