Foreign Languages in Advertising: Linguistic and Marketing Perspectives

Jos Hornikx

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This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Nota de subsol: Jos Hornikx, Frank van Meurs (2020), Foreign Languages in Advertising: Linguistic and Marketing Perspectives, Publisher: Springer International Publishing; Palgrave Macmillan, Switzerland, p.

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Categorie: SKU: c55-1en0002

Descriere

Table of contents:

Informații suplimentare

Editura

Springer International Publishing

Anul apariției

2020

Locul publicației

Switzerland

Nr. de pagini

263

ISBN

978-3-030-31690-7

Limba

Engleză

Coautor

Frank van Meurs