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Foreign Languages in Advertising: Linguistic and Marketing Perspectives

By Jos Hornikx, Frank van Meurs
eBook
$89.00
By Jos Hornikx, Frank van Meurs
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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 ...

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PhilosophyLinguistics & SemioticsLinguistics & Semiotics - General & Miscellaneous