Foreign Languages in Advertising: Linguistic and Marketing Perspectives 1st edition 2020 Jos Hornikx

Foreign Languages in Advertising: Linguistic and Marketing Perspectives 1st edition 2020 Jos Hornikx – Ebook Instant Download/Delivery ISBN(s): 9783030316907,9783030316914,3030316904,3030316912

Product details:

• ISBN 10: 3030316912
• ISBN 13: 9783030316914
• Author: Jos Hornikx; Frank van Meurs

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.

Table content:

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

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