Foreign Languages in Advertising

Linguistic and Marketing Perspectives
1. Auflage 2020
ISBN: 978-3-030-31693-8
Verlag: Springer International Publishing

Buch, Englisch, 253 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 361 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Meurs, Frank van

Hornikx, Jos

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Wirtschaftliche Globalisierung
• Geisteswissenschaften Sprachwissenschaft Psycholinguistik, Neurolinguistik, Kognition
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Geisteswissenschaften Sprachwissenschaft Angewandte Sprachwissenschaft
• Geisteswissenschaften Sprachwissenschaft Mehrsprachigkeit
• Geisteswissenschaften Sprachwissenschaft Soziolinguistik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

Jos Hornikx is Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.

Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.