@incollection{Piller00,
  author	= {Piller, Ingrid},
  editor	= {Ungerer, Friedrich},
  title		= {Multilingualism and the modes of TV advertising},
  pages		= {263--281},
  booktitle	= {English Media Texts past and present: language and textual structure},
  publisher	= {Benjamins},
  year		= {2000},
  address	= {Amsterdam}
}