There are various aspects a product’s advertising communication needs to consider when it is faced with different competitive products, markets, cultures and consumers. The products’ availability in European consumer markets can be categorised according to their economic distribution: a) local products are available only on the domestic market and b) global products can be found across the local border. However, the use of language in the advertising strategies of these two groups blurs the distinction between them. We cannot simply distinguish between globally identical and locally diversified advertising campaigns. Local products, as one could expect, do not only address their target groups in the corresponding national language, but they also often make use of foreign languages such as English. Global products, conversely, do not exclusively concentrate on English as a globally comprehensible means of communication. The advertising of global products varies much in the same way as it does for local products.
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- A linguistic categorisation of advertising communication strategies in European print markets
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