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Identity Constructions in Bilingual Advertising

2018-09-03 Language Arts & Disciplines
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Release : 2018-09-03
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 528/5 ( reviews)

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Book Synopsis Identity Constructions in Bilingual Advertising by : Songqing Li

Download or read book Identity Constructions in Bilingual Advertising written by Songqing Li. This book was released on 2018-09-03. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book-length study of identity constructions in relation to English as a contact language in advertising of non-English-speaking countries through a critical and interpretive lens. Instead of simply presuming the role of the English language may have in constructing identities within the multimodal advertisement, this book aims to explore ethnographically the ideological underpinnings of identity constructions in the context of local politics of English. It studies the varying degrees of the contribution of the English language and its possible roles in bilingual advertising, unravels the ideological dimensions of the language as well as identity and explains the sociocultural forms and meanings of identity. To this end, it develops a new critical-cognitive approach, bringing together recent advances in English as a global language, critical sociolinguistics, multilingual studies and multimodal discourse analysis. By delving into the cognitive process of identity constructions, it provides an evidence-based account of the roles of English, and it illustrates the interconnections between identities and local politics of English. This interdisciplinary book will be of interest to scholars and students in bilingualism, multilingualism, discourse analysis, English as a global language, multimodality, advertising and marketing.

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.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

2015-04-30 Business & Economics
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Release : 2015-04-30
Genre : Business & Economics
Kind : eBook
Book Rating : 639/5 ( reviews)

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Book Synopsis Analyzing the Cultural Diversity of Consumers in the Global Marketplace by : Alcántara-Pilar, Juan Miguel

Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by Alcántara-Pilar, Juan Miguel. This book was released on 2015-04-30. Available in PDF, EPUB and Kindle. Book excerpt: The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

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