Foreign Languages in Advertising: Linguistic and Marketing Perspectives

by Jos Hornikx, Frank van Meurs

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.

Product Details

ISBN-13:	9783030316914
Publisher:	Palgrave Macmillan
Publication date:	12/17/2019
Sold by:	Barnes & Noble
Format:	eBook
File size:	701 KB

About the Author

Jos Hornikx is 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.

Table of Contents

PART 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.

Editorial Reviews

The studies covered will offer readers a wealth of information about this fascinating topic. The book is very well structured, the index is comprehensive, and it is very useful … . It will constitute valuable reading both for beginners embarking on research and for experts from both linguistics and marketing looking for synergies between these two fields. There are clear applications, also, for teachers operating in both disciplines, as well as potentially broader language-based teaching in translation and transcultural studies.” (Will Amos, Sociolinguistic Studies, Vol. 15 (2), 2021)

From the Publisher