Multilingualism in advertising and a shifting balance of languages in Luxembourg

Much research on multilingualism in advertising has been undertaken in comparatively mono-lingual settings. Whereas such research may provide insights into the connotations of lan-guages used in advertising, research in more multilingual contexts can also provide different kinds of insights regarding the relative status of languages in a multilingual environment. This article focuses on multilingualism in written advertising in the highly multilingual setting of Luxembourg, where the language situation is currently undergoing significant change due to patterns of globalisation and migration. A... Mehr ...