ABSTRACT
The centrality of the exchange of funds and goods in contemporary societies and the importance of the persuasive practices that make these exchanges possible are both widely acknowledged. This acknowledgement is at the basis of the ever-increasing interest in the functioning of language in the marketplace and, especially in the past few decades, in how advertising harnesses the power of linguistic tools to achieve its goals. However, the role that multilingual resources play in persuasion is still largely unclear, especially when these resources are meant to reach multilingual audiences. This chapter will briefly discuss the relationship between language and the market, paying particular attention to what occurs in advertising that targets multilinguals, before presenting the topic and an outline of the book.
