Foreign Languages In Advertising - Hornikx Jos; Van Meurs Frank | Libro Palgrave Macmillan 08/2021 - HOEPLI.it


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hornikx jos; van meurs frank - foreign languages in advertising

Foreign Languages in Advertising Linguistic and Marketing Perspectives

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Dettagli

Genere:Libro
Lingua: Inglese
Pubblicazione: 08/2021
Edizione: 1st ed. 2020





Trama

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.





Sommario

PART I: Introduction and Theoretical Backgrounds.- 1. Introduction.- 2. Theoretical Perspectives.- PART II: Foreign Language Strategies.- 3. Foreign Language Display.- 4. English as a Global Language.- 5. Ethnic Language.- PART III: Complexities and Conclusions.- 6. Extensions and Complexities.- 7. Conclusions and Implications.




Autore

Jos Hornikx is Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.

Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.











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Altre Informazioni

ISBN:

9783030316938

Condizione: Nuovo
Dimensioni: 210 x 148 mm Ø 366 gr
Formato: Brossura
Illustration Notes:5 Illustrations, black and white
Pagine Arabe: 253
Pagine Romane: xxi






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