Foreign Languages in Advertising: Linguistic and Marketing Perspectives (1st ed. 2020)
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- Synopsis
- 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.
- Copyright:
- 2020
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9783030316914
- Related ISBNs:
- 9783030316907
- Publisher:
- Springer International Publishing
- Date of Addition:
- 12/28/19
- Copyrighted By:
- The Editor
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance, Language Arts
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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