Hiển thị biểu ghi dạng vắn tắt

dc.contributor.authorHornikx, Jos
dc.contributor.authorMeurs, Frank van
dc.date.issued2020
dc.identifier.isbn978-3-030-31691-4
dc.identifier.urihttps://thuvienso.hoasen.edu.vn/handle/123456789/12505
dc.description.abstractThis 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.formatxxi, 253 p.
dc.language.isoen
dc.publisherPalgrave Macmillan
dc.subjectLinguistics
dc.subjectForeign languages
dc.subjectAdvertising
dc.subjectMarketing
dc.titleForeign languages in advertising : linguistic and marketing perspectives
dc.typeBook


Các tập tin trong tài liệu này

Thumbnail
Thumbnail

Tài liệu này xuất hiện trong Bộ sưu tập sau đây

Hiển thị biểu ghi dạng vắn tắt