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Foreign Languages in Advertising
- Linguistic and Marketing Perspectives
Engelsk Paperback
Foreign Languages in Advertising
- Linguistic and Marketing Perspectives
Engelsk Paperback

759 kr
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Om denne bog

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.

Product detaljer
Sprog:
Engelsk
Sider:
253
ISBN-13:
9783030316938
Indbinding:
Paperback
Udgave:
ISBN-10:
3030316939
Udg. Dato:
26 aug 2021
Længde:
0mm
Bredde:
148mm
Højde:
210mm
Forlag:
Springer Nature Switzerland AG
Oplagsdato:
26 aug 2021
Forfatter(e):
Kategori sammenhænge