Foreign Languages in Advertising: Linguistic and Marketing Perspectives

di Jos Hornikx (Autore)

Frank van Meurs (Autore)

Springer Nature Switzerland AG, 2021

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.

• Autore: Jos Hornikx, Frank van Meurs
• Editore: Springer Nature Switzerland AG
• Anno: 2021
• Rilegatura: Paperback / softback
• Pagine: 253 p.
• Dimensioni: 210 x 148 mm
• EAN: 9783030316938

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