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.
Highlights
Latvian advertising is influenced by social and economic as well as by intercultural processes
The aim of this paper is to look at some features of Latvian advertising that have been influenced by multicultural processes
The present paper is a continuation of this study, with a focus on current multicultural processes that leave their impact on the features of Latvian advertising language
Summary
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. Latvian advertising is influenced by social and economic as well as by intercultural processes As a result, it reflects the patterns of development of social communication in general, including interaction among different styles. The aim of this paper is to look at some features of Latvian advertising that have been influenced by multicultural processes. The present paper is a continuation of this study, with a focus on current multicultural processes that leave their impact on the features of Latvian advertising language. Instance, attempts to make it more appealing), is a result of the impact of English advertising language
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