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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Foreign Languages in Advertising - Linguistic and Marketing Perspectives (Paperback, 1st ed. 2020)
Loot Price: R2,586
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Foreign Languages in Advertising - Linguistic and Marketing Perspectives (Paperback, 1st ed. 2020)
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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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