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portada Foreign Languages in Advertising: Linguistic and Marketing Perspectives
Type
Physical Book
Author
Publisher
Year
2021
Language
English
Pages
253
Format
Paperback
Dimensions
21.0 x 14.8 x 1.6 cm
Weight
0.36 kg.
ISBN13
9783030316938
Edition No.
1
Categories

Foreign Languages in Advertising: Linguistic and Marketing Perspectives

Jos Hornikx (Author) · Frank Van Meurs (Author) · Palgrave MacMillan · Paperback

Foreign Languages in Advertising: Linguistic and Marketing Perspectives - Hornikx, Jos ; Van Meurs, Frank

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Synopsis "Foreign Languages in Advertising: Linguistic and Marketing Perspectives "

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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