Foreign Languages in Advertising: Linguistic and Marketing Perspectives

Jos Hornikx, Frank van Meurs

Informasi Dasar

20.21.1921
659.1
Buku - Elektronik (E-Book)
22

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.

Subjek

ADVERTISING
 

Katalog

Foreign Languages in Advertising: Linguistic and Marketing Perspectives
978-3-030-31691-4
263p.: pdf file.; 3 MB
English

Sirkulasi

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Pengarang

Jos Hornikx, Frank van Meurs
Perorangan
 
 

Penerbit

Palgrave Macmillan
New York
2019

Koleksi

Kompetensi

  • 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)

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