Foreign Languages in Advertising: Linguistic and Marketing Perspectives
Jos Hornikx, Frank van Meurs

Informasi Umum

Kode

20.21.1921

Klasifikasi

659.1 - Advertising

Jenis

Buku - Elektronik (E-Book)

Subjek

Advertising

No. Rak

Dilihat

165 kali

Informasi Lainnya

Abstraksi

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.

• COH2H3 - MANAJEMEN PERIKLANAN
• DAI3F2 - ADVERTISING DAN MEDIA DASAR
• DAI3R2 - ADVERTISING DAN MEDIA LANJUT
• DAI3B4 - STUDIO ADVERTISING 3 (SOFTSELL + HARD SELL)
• DAI3L4 - STUDIO ADVERTISING 4 (DIGITAL MEDIA)
• DAI4C4 - STUDIO ADVERTISING 5 (PRA TA)

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Jos Hornikx, Frank van Meurs
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Palgrave Macmillan
Kota	New York
Tahun	2019

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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