The Secret of Luxembourg

A Discourse Ananlysis of Advertising in Luxembourg

Abstract

In a unique way for each generation advertising embodies one of the most important sources of lifestyle orientation. On one side stereotypes and collective symbols are integral constituents of advertising; on the other side advertising is a mediating as well as an interdiscourse element in the cultural context of a specific region. Because of its geographic, economic and political situation Luxembourg represents an exciting focus point for research. The advertising market in the Grand Duchy will be reviewed applying mostly the theories of Normalism and Interdiscourse. The importance of nationalization of advertising communication will be analyzed in the context of the identity building processes.