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Viac informácií o knihe Foreign Languages in Advertising

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• Anotácia kniha
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Nákupom získate 314 bodov

Anotácia knihy

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.

Parametre knihy

Zaradenie knihy Knihy po anglicky Language linguistics Sociolinguistics

• Celý názov: Foreign Languages in Advertising
• Podnázov: Linguistic and Marketing Perspectives
• Autor: Jos Hornikx, Frank van Meurs
• Jazyk: Angličtina
• Väzba: Pevná
• Počet strán: 253
• EAN: 9783030316907
• ID: 24520127
• Nakladateľ: Springer Nature Switzerland AG
• Hmotnosť: 488 g
• Rozmery: 210 × 148 × 19 mm
• Dátum vydania: 02. January 2020

Obľúbené z iného súdka

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