ABSTRACT
The previous chapter has explored the ways in which advertising is related to specific marketing objectives as a function of the language chosen to convey messages and the linguistic make-up of the audience. By and large Italian English speakers tend to respond in a more favourable manner to advertising written in their least dominant language, even though such response varies when different indicators are used. Arguably, the ensuing pattern points to the necessity of encompassing a range of marketing goals in relation to advertising in multilingual contexts, but the question remains as to what can possibly drive this kind of response. Is there an underlying force that drives this general mismatched response?
