| 書目名稱 | Foreign Languages in Advertising | | 副標(biāo)題 | Linguistic and Marke | | 編輯 | Jos Hornikx,Frank van Meurs | | 視頻video | http://file.papertrans.cn/346/345379/345379.mp4 | | 概述 | Combines a linguistic perspective and a marketing perspective on language choice in advertising.Combines theoretical perspectives on foreign language in advertising with empirical support.Discusses th | | 圖書封面 |  | | 描述 | .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.. | | 出版日期 | Book 2020 | | 關(guān)鍵詞 | foreign language display; branding; adverts; global marketing strategies; language and advertising; produ | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-030-31691-4 | | isbn_softcover | 978-3-030-31693-8 | | isbn_ebook | 978-3-030-31691-4 | | copyright | The Editor(s) (if applicable) and The Author(s) 2020 |
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