Foreign Languages in Advertising - Linguistic and Marketing Perspectives (Hardcover, 1st ed. 2020)

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.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Release date:	2020
First published:	2020
Authors:	Jos Hornikx • Frank Van Meurs
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	253
Edition:	1st ed. 2020
ISBN-13:	978-3-03-031690-7
Categories:	Books > Language & Literature > Language & linguistics > Sociolinguistics Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Advertising industry
LSN:	3-03-031690-4
Barcode:	9783030316907

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