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Foreign Languages in Advertising

Linguistic and Marketing Perspectives

By: Jos Hornikx,Frank van Meurs

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Foreign Languages in Advertising

Linguistic and Marketing Perspectives

By: Jos Hornikx,Frank van Meurs

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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Page Count

263

Publisher

Springer Nature

Published Date

ISBN 10

3030316912

ISBN 13

9783030316914

Foreign Languages in Advertising

Linguistic and Marketing Perspectives

By: Jos Hornikx,Frank van Meurs

Write a review Read reviews Take a Quiz Solve Book Puzzle

Foreign Languages in Advertising

Linguistic and Marketing Perspectives

By: Jos Hornikx,Frank van Meurs

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.

Average ratings

N/A

5

0%

4

0%

3

0%

2

0%

1

0%

Solve jigsaw puzzle

Age

Page Count

263

Publisher

Springer Nature

Published Date

ISBN 10

3030316912

ISBN 13

9783030316914