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Foreign Languages in Advertising: Linguistic and Marketing Perspectives
Paperback
Business GeneralMarketingLinguistics
ISBN13: 9783030316938
Publisher: Palgrave MacMillan
Published: Aug 26 2021
Pages: 253
Weight: 0.80
Height: 0.62 Width: 5.83 Depth: 8.27
Language: English
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.
1 different editions
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Foreign Languages in Advertising: Linguistic and Marketing Perspectives
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Van Meurs, Frank
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