Foreign Languages in Advertising: Linguistic and Marketing Perspectives

by Frank van Meurs and Jos Hornikx

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 3030316904
• ISBN13: 9783030316907
• Release Date: January 2020
• Publisher: Palgrave MacMillan
• Length: 253 Pages
• Weight: 1.06 lbs.
• Dimensions: 0.7" x 5.8" x 8.3"