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Marketing Communication in African Languages
Hardcover
Series: Routledge African Media, Culture and Communication Studies
General ReferenceGeneral Racism & Ethnic StudiesOther African Languages
ISBN13: 9781032852638
Publisher: Routledge
Published: Dec 23 2024
Pages: 314
Weight: 1.43
Height: 0.81 Width: 6.14 Depth: 9.21
Language: English
This edited volume considers the use of African languages for marketing communication. The importance of an indigenous language stems from its benefits, which include increased comprehension and a sense of resonance among the target audience, which makes it more memorable as opposed to foreign languages.
Chapters in the book variously examine African traditional advertising and marketing; popular culture as a channel for advertising and marketing; political communication, advertising and marketing; commercials and public relations in African languages; as well as branding, corporate and public communication in African languages. The use of African languages for marketing communication is considered on the traditional mass media and the digital media. Readers will gain a lot of insights into the theory and practice of marketing communication in African languages.
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