Foreign Languages in Advertising: Linguistic and Marketing Perspectives

Hornikx, Jos; van Meurs, Frank

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2021-08-26

Format: Paperback

ISBN-13: 9783030316938

DOI: 10.1007/978-3-030-31691-4

Dimensions: 210cm x148cm

Pages: 253