Hiển thị biểu ghi dạng vắn tắt
Foreign languages in advertising : linguistic and marketing perspectives
dc.contributor.author | Hornikx, Jos | |
dc.contributor.author | Meurs, Frank van | |
dc.date.issued | 2020 | |
dc.identifier.isbn | 978-3-030-31691-4 | |
dc.identifier.uri | https://thuvienso.hoasen.edu.vn/handle/123456789/12505 | |
dc.description.abstract | 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. | |
dc.format | xxi, 253 p. | |
dc.language.iso | en | |
dc.publisher | Palgrave Macmillan | |
dc.subject | Linguistics | |
dc.subject | Foreign languages | |
dc.subject | Advertising | |
dc.subject | Marketing | |
dc.title | Foreign languages in advertising : linguistic and marketing perspectives | |
dc.type | Book |