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Advertising and Multilingual Repertoires

2016-08-05 Language Arts & Disciplines
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Release : 2016-08-05
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 569/5 ( reviews)

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Book Synopsis Advertising and Multilingual Repertoires by : Marco Santello

Download or read book Advertising and Multilingual Repertoires written by Marco Santello. This book was released on 2016-08-05. Available in PDF, EPUB and Kindle. Book excerpt: Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.

Advertising and Multilingual Repertoires

2016-08-05 Foreign Language Study
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Release : 2016-08-05
Genre : Foreign Language Study
Kind : eBook
Book Rating : 577/5 ( reviews)

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Book Synopsis Advertising and Multilingual Repertoires by : Marco Santello

Download or read book Advertising and Multilingual Repertoires written by Marco Santello. This book was released on 2016-08-05. Available in PDF, EPUB and Kindle. Book excerpt: Advertising and Multilingual Repertoires provides an introduction to the linguistic processes involved in advertising discourse and explores the interconnections between advertising and multilingualism from an applied linguistic perspective.

Advertising as Multilingual Communication

2016-01-11 Business & Economics
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Release : 2016-01-11
Genre : Business & Economics
Kind : eBook
Book Rating : 012/5 ( reviews)

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Book Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes

Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes. This book was released on 2016-01-11. Available in PDF, EPUB and Kindle. Book excerpt: Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Foreign Languages in Advertising

2019-12-17 Language Arts & Disciplines
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Release : 2019-12-17
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 912/5 ( reviews)

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Book Synopsis Foreign Languages in Advertising by : Jos Hornikx

Download or read book Foreign Languages in Advertising written by Jos Hornikx. This book was released on 2019-12-17. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Advertising Culture and Translation

2017-03-07 Social Science
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Release : 2017-03-07
Genre : Social Science
Kind : eBook
Book Rating : 868/5 ( reviews)

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Book Synopsis Advertising Culture and Translation by : Rosanna Masiola

Download or read book Advertising Culture and Translation written by Rosanna Masiola. This book was released on 2017-03-07. Available in PDF, EPUB and Kindle. Book excerpt: This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.

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