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Foreign Languages in Advertising

Jos Hornikx

  • Bindwijze: E-book
  • Taal: en
  • Categorie: Mens & Maatschappij
  • ISBN: 9783030316914
Linguistic and Marketing Perspectives
Inhoud
Taal:en
Bindwijze:E-book
Oorspronkelijke releasedatum:17 december 2019
Ebook Formaat:Adobe ePub
Illustraties:Nee
Betrokkenen
Hoofdauteur:Jos Hornikx
Hoofdauteur:Jos Hornikx
Lees mogelijkheden
Lees dit ebook op:Desktop (Mac en Windows) , Kobo e-reader , Android (smartphone en tablet) , iOS (smartphone en tablet) , Windows (smartphone en tablet)
Overige kenmerken
Studieboek:Ja
Overige kenmerken
Studieboek:Ja

Samenvatting

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.