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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 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.

Marketing Identities Through Language

2005-11-30 Business & Economics
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Release : 2005-11-30
Genre : Business & Economics
Kind : eBook
Book Rating : 902/5 ( reviews)

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Book Synopsis Marketing Identities Through Language by : E. Martin

Download or read book Marketing Identities Through Language written by E. Martin. This book was released on 2005-11-30. Available in PDF, EPUB and Kindle. Book excerpt: Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

The Use of Foreign Languages and Materials in Advertising

1978 Advertising laws
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Release : 1978
Genre : Advertising laws
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis The Use of Foreign Languages and Materials in Advertising by : Jean J. Boddewyn

Download or read book The Use of Foreign Languages and Materials in Advertising written by Jean J. Boddewyn. This book was released on 1978. Available in PDF, EPUB and Kindle. Book excerpt:

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

2018-09-28 Business & Economics
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Release : 2018-09-28
Genre : Business & Economics
Kind : eBook
Book Rating : 792/5 ( reviews)

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Book Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela

Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela. This book was released on 2018-09-28. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

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