La publicité globale – son rôle dans le marketing international
Global Advertising – Its Communication Role in International Marketing

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Summary/Abstract: The present research aims to analyze the communication role of global advertising ininternational marketing, by revealing the way in which the message is expressed throughthe use of slogans, language devices and other linguistic elements which contribute to theadvertising form, content and style. A corpus of global advertisements becomes the subjectof a close, qualitative analysis in order to establish their impact on the consumer behavior interms of brand-customer relationship, as well as to identify the linguistic source of theirmemorable and compelling nature.Consequently, the fundamental element that linkstogether international marketing and global advertising is represented by language as across-cultural bridge that unites the other two components: communication and culture.

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