Section 1. The marketing communication process. Chapter 1. Integrated marketing communication and the ethics of advertising ; Chapter 2. Language and visual communication: how multimodality works in intercultural marketing communication ; Chapter 3. Marketing semiotics in the digital age ; Chapter 4. Contemporary Indian television commercials: an exposition or creation of values? -- Section 2. Understanding the customer's behavior: speaking the customer's language. Chapter 5. Looking at the brain: how consumers process advertising ; Chapter 6. Conflicts between words, images and reality in contemporary advertising ; Chapter 7. The effect of sociolinguism on advertising slogans: language as a conveyor of cultural characteristics ; Chapter 8. Surrogate advertising: a clandestine attempt at influencing people's choices the Indian perspective -- Section 3. Advertising: words in context. Chapter 9. Figures of speech in the translation of audiovisual advertisements ; Chapter 10. Advertising with humour: a pragmatic and semantic investigation ; Chapter 11. From courtship to marriage in marketing ; Chapter 12. Using the gothic as a marketing tool: fashioning dark dolls for little girls -- Section 4. Case studies. Chapter 13. Marketing convenience stores symbolically: 7-Eleven and its spokes-characters in Taiwan ; Chapter 14. Marketing Christianity and men of god through the use of signs: a study of advertising copies by Pentecostal/Charismatic churches in Nigeria ; Chapter 15. Background of "pinned" images: lifestyle advertising in social media.