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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.
Produkteigenschaften
- Artikelnummer: 9783030316907
- Medium: Buch
- ISBN: 978-3-030-31690-7
- Verlag: Springer International Publishing
- Erscheinungstermin: 02.01.2020
- Sprache(n): Englisch
- Auflage: 1. Auflage 2020
- Produktform: Gebunden
- Gewicht: 473 g
- Seiten: 253
- Format (B x H x T): 153 x 216 x 20 mm
- Ausgabetyp: Kein, Unbekannt