Download the fantastic book titled Foreign Languages in Advertising written by Jos Hornikx, available in its entirety in both PDF and EPUB formats for online reading. This page includes a concise summary, a preview of the book cover, and detailed information about "Foreign Languages in Advertising", which was released on 17 December 2019. We suggest perusing the summary before initiating your download. This book is a top selection for enthusiasts of the Language Arts & Disciplines genre.
Summary of Foreign Languages in Advertising by Jos Hornikx PDF
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.
Detail About Foreign Languages in Advertising PDF
- Author : Jos Hornikx
- Publisher : Springer Nature
- Genre : Language Arts & Disciplines
- Total Pages : 263 pages
- ISBN : 3030316912
- Release Date : 17 December 2019
- PDF File Size : 55,6 Mb
- Language : English
- Rating : 4/5 from 21 reviews
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