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Foreign Languages in Advertising

- Linguistic and Marketing Perspectives
Af: Jos Hornikx, Frank van Meurs Engelsk Paperback

Foreign Languages in Advertising

- Linguistic and Marketing Perspectives
Af: Jos Hornikx, Frank van Meurs Engelsk Paperback
Tjek vores konkurrenters priser

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.

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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.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 253
ISBN-13: 9783030316938
Indbinding: Paperback
Udgave:
ISBN-10: 3030316939
Kategori: Medievidenskab: reklame og samfund
Udg. Dato: 26 aug 2021
Længde: 0mm
Bredde: 148mm
Højde: 210mm
Forlag: Springer Nature Switzerland AG
Oplagsdato: 26 aug 2021
Forfatter(e): Jos Hornikx, Frank van Meurs
Forfatter(e) Jos Hornikx, Frank van Meurs

Kategori Medievidenskab: reklame og samfund

ISBN-13 9783030316938

Sprog Engelsk

Indbinding Paperback

Sider 253

Udgave

Længde 0mm

Bredde 148mm

Højde 210mm

Udg. Dato 26 aug 2021

Oplagsdato 26 aug 2021

Forlag Springer Nature Switzerland AG

Kategori sammenhænge