LEADER 04792nam 22007335 450 001 9910370049603321 005 20240530192528.0 010 $a3-030-31691-2 024 7 $a10.1007/978-3-030-31691-4 035 $a(CKB)5280000000190190 035 $a(MiAaPQ)EBC6000738 035 $a(DE-He213)978-3-030-31691-4 035 $a(EXLCZ)995280000000190190 100 $a20191217d2020 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aForeign Languages in Advertising $eLinguistic and Marketing Perspectives /$fby Jos Hornikx, Frank van Meurs 205 $a1st ed. 2020. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2020. 215 $a1 online resource (263 pages) $cillustrations 311 $a3-030-31690-4 320 $aIncludes bibliographical references and index. 327 $aPART I: Introduction and Theoretical Backgrounds -- 1. Introduction -- 2. Theoretical Perspectives -- PART II: Foreign Language Strategies -- 3. Foreign Language Display -- 4. English as a Global Language -- 5. Ethnic Language -- PART III: Complexities and Conclusions -- 6. Extensions and Complexities -- 7. Conclusions and Implications. 330 $a?An impressive integration of research in the use of foreign, or multiple, languages in marketing communications. This work is essential reading for scholars who are interested in conducting research in the area. It provides a global view of the field, including the major conceptual frameworks and empirical findings to date.? -- David Luna, University of Central Florida, USA 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. Jos Hornikx is Associate Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands. Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands. 606 $aSociolinguistics 606 $aApplied linguistics 606 $aPsycholinguistics 606 $aMultilingualism 606 $aMarketing 606 $aGlobalization 606 $aMarkets 606 $aSociolinguistics$3https://scigraph.springernature.com/ontologies/product-market-codes/N44000 606 $aApplied Linguistics$3https://scigraph.springernature.com/ontologies/product-market-codes/N13000 606 $aPsycholinguistics$3https://scigraph.springernature.com/ontologies/product-market-codes/N35000 606 $aMultilingualism$3https://scigraph.springernature.com/ontologies/product-market-codes/N55000 606 $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000 606 $aEmerging Markets/Globalization$3https://scigraph.springernature.com/ontologies/product-market-codes/525010 615 0$aSociolinguistics. 615 0$aApplied linguistics. 615 0$aPsycholinguistics. 615 0$aMultilingualism. 615 0$aMarketing. 615 0$aGlobalization. 615 0$aMarkets. 615 14$aSociolinguistics. 615 24$aApplied Linguistics. 615 24$aPsycholinguistics. 615 24$aMultilingualism. 615 24$aMarketing. 615 24$aEmerging Markets/Globalization. 676 $a659.1014 676 $a658.8 700 $aHornikx$b Jos$f1979-$4aut$4http://id.loc.gov/vocabulary/relators/aut$01737562 702 $avan Meurs$b Frank$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910370049603321 996 $aForeign Languages in Advertising$94159551 997 $aUNINA