Foreign Languages in Advertising
Jos Hornikx, Frank van Meurs
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Springer International Publishing
Geisteswissenschaften, Kunst, Musik / Allgemeine und Vergleichende Sprachwissenschaft
Beschreibung
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.
Kundenbewertungen
consumer ethnocentrism, language and advertising, adverts, branding, consumer culture positioning, linguistic appropriation, global marketing strategies, foreign language display, product packaging, aesthetic style