Front Cover -- Preliminaries -- Contents -- Acknowledgements -- Preface -- 1 Image and Spanish Country of Origin Effect -- 2 Supra-Nationality and Sub-Nationality in Spanish Advertising -- 3 'Danes don't tell lies': On the Place of 'Made In' Advertising in a Post- National Trading Environment -- 4 Rhetorical Devices In Television Advertising -- 5 Voices with or without Faces: Address and Reader Participation in Recent French Magazine Advertising -- 6 What makes a Promotional Brochure Persuasive?: A Contrastive Analysis of Writer Self-reference in a Corpus of French and English Promotional Brochures -- 7 This is your Lifestyle: Self-Identity and Coherence in some English and Spanish Advertisements -- 8 The Dull, the Conventional and the Sexist: Portuguese Wine Advertising -- 9 Spreading the Word and Sticking Your Tongue Out: The Dual Rhetoric of Language Advertising in Catalan -- 10 Discovering Advertising -- 11 Whose Prize is it Anyway?: Press Coverage of the 1998 Nobel Prize-Winner for Literature -- 12 Nation and Nostalgia: The Place of Advertising in Popular Fictions -- 13 Beyond the Modern and the Postmodern: European Soap Operas and their Adverts -- 14 Fools, Philosophers and Fanatics: Modes of Masculinity in World Cup-Related Advertising -- Back Cover.