ABSTRACT
This body of work is devoted to proposing a way to explore advertising in conjunction with multilingualism that gives prominence to linguistic resources considered as both strategic tools for marketing communication and as part of audiences’ repertoires. Taking as a departure point the positions supported in many great writings on the symbolic and socio-psychological work of languages, as well as on their being linked to psycholinguistic routes to persuasion, in this volume I tested the heuristic virtues of a linguistic approach that emphasises response. The proposition is that observing multilingual audiences when they decode messages can produce a wealth of data that can differentiate explicitly the factors that are responsible for effective communication and pose new broader questions.
