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Despite the recent advances in the integration of lexical tone and intonation in phonological theory, all too often the study of intonation and the study of lexical tone are viewed as belonging to different research traditions. This collection strengthens the integrated approach by studying tone and intonation within a common framework, and by tracing their interaction in specific prosodic systems. Some papers deal with the structural properties of lexical tone and intonation, while others focus on the historical development of prosodic systems. The volume also includes a re-evaluation of a classic paper on the typology of tone rules, and a survey of features signalling question intonation in African languages.

As European business ties develop, how are they reflected in the way companies promote themselves? And as our sense of group identity is broken down by global communications technologies, how do adverts continue to target mass audiences? This volume stands alone as the first structured assessment of the impact of advertising, in terms of both culture and business across the national boundaries of Europe. It considers the successes and failures of several strategic marketing plans from across Europe, and describes stylistic and persuasive qualities of specific promotional texts. Advertisers have long been aware of the need to target specific groups of consumers and to appeal to them precisely in terms of their sense of membership to groups. Our post-industrial society is characterized by greatly altered work and leisure patterns as well as a weakening of national and communal frameworks for collective identity. Theories relating to identity not only reflect, but actively make use of such concerns. As a part of our everyday lives, the advertising considered looks at – but is not limited to – explicit inducements to buy products. Rather it considers all promotional texts designed to inform and persuade. With examples from Scandinavia to the Iberian Peninsula, the contributors also explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. As a result, the book will be of relevance not only to those concerned with marketing but to all scholars of media studies, language, cultural and gender studies.