MULTICULTURAL INFLUENCES ON LATVIAN ADVERTISING Cover Image

MULTICULTURAL INFLUENCES ON LATVIAN ADVERTISING
MULTICULTURAL INFLUENCES ON LATVIAN ADVERTISING

Author(s): Gunta Ločmele
Subject(s): Sociology of Culture, Marketing / Advertising, Translation Studies
Published by: Vilniaus Universiteto Leidykla
Keywords: Multicultural influence; Latvian advertising language;

Summary/Abstract: This paper examines how multicultural influences have contributed to the formation of Latvian advertising today. It deals with the following features of the Latvian advertising: compression of information, personalization, inclusion, elements of graphic design in written texts and expressive language means. Off-grade advertising texts that often are hidden translations from English do not foster the interest of consumers. However, a positive multicultural impact benefits the development of the Latvian advertising language.

  • Issue Year: 3/2010
  • Issue No: 3
  • Page Range: 59-71
  • Page Count: 13
  • Language: English
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